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Mattel profits quadruple on sales of Monster High dolls

April 17, 2013|By Roger Vincent
  • Clawdeen Wolf, Lagoona Blue, Cleo de Nile, Deuce Gorgon, Frankie Stein and Draculaura are dolls in Mattel's Monster High line.
Clawdeen Wolf, Lagoona Blue, Cleo de Nile, Deuce Gorgon, Frankie Stein… (Mattel )

Frankie Stein, Clawdeen Wolf and the other not-so-mean girls at Monster High stole Barbie’s thunder in the first quarter as sales of the toys led Mattel Inc. to more than quadruple its profit.

Sales of Mattel’s Other Girl line, headed by Monster High, were up 56% compared with the first quarter of 2012. The colorful dolls that are supposedly the offspring of famous monsters have leaped into second place in the El Segundo company’s doll lineup.

Barbie is still the queen bee at age 54, but sales of the iconic doll were down 2%.

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Mattel reported a profit of $38.5 million, or 11 cents a share, in the quarter that ended March 31, a leap up from $7.8 million and 2 cents a share in the same period a year ago. Revenue was up 7% to $995.6 million.

“We continue to see the first quarter as our pre-season, and we remain focused on a strong 2013 and delivering in the all-important holiday season,” Chief Executive Bryan G. Stockton said.

Also delivering for Mattel was Saige Copeland, one of the company's American Girls Brands products sold directly to consumers. Saige is a wholesome-looking girl doll, and the character supposedly lives in New Mexico and enjoys horseback riding and hot-air balloons.

Saige is 18 inches tall and has a cloth body, pierced ears and an artsy ring. A Saige doll and book cost $110. A hot-air balloon set is $150.

Sales of Mattel’s Wheels category, which includes the Hot Wheels, Matchbox and Tyco R/C brands, were down 2%.

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