For more than half a century she has conquered the hearts of millions of little girls around the Western world, but Barbie has failed to work her magic in Shanghai.
The American toymaker Mattel has shut the world’s only Barbie concept store, opened two years ago in Shanghai in an attempt to win Barbie fans in China. The six-storey store’s launch coincided with the doll’s 50th birthday, but it missed early targets as sales failed to take flight.
The closure highlights the challenges facing global brands entering China. Best Buy and Home Depot have also closed some of their Chinese stores this year.
Mattel’s decision to shut its flagship shop will not be the end of the road of Barbie’s adventures in China, however. The doll remains available in more than 1,000 outlets in China.