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I'm no expert but I can understand why they'd be in trouble. Their most iconic product, Barbie, has been so boring these last few years no wonder kids don't want to play with her. Barbie for me as a kid seemed glamorous and fun. I remember a Barbie that when you pulled a string flowers bloomed on her dress skirt. I remember a barbie that wore pajamas and had a soft body, and the streaks in her hair were glow in the dark. Don't even get me started on how pretty the Nutcracker Barbie was! Who wants to play with boring Barbies that have boring fashion? Mattel needs to stop pandering to twitter and really focus on what made playing with Barbie so much fun in in the first place. I think if they came out with a really gorgeous high quality doll with a cool gimmick kids would flock to her.