But. Mattel have finally realised that just churning out the same old pink plastic tat and glitter mini dresses isn't going to win back their market share. Losing the Disney Princess franchise must have been a big wake-up call, and doubtless encouraged this new focus on their most famous doll line.
So, what are they doing right?
A is for Articulation
For years it has felt like for every step forward Barbie made in the posability stakes, she took two steps back. This year we're almost there. Flat feet articulated at the ankle, the incredible Made to Move Barbie, and even the Silkstone line has gained joints!
These have just been released in the UK as 'Endless Moves' Barbie.
The idea of an 'average' doll gained huge traction a couple of years ago, and Lammily was launched into being on the back of a sea of crowdfunding. Mattel were obviously watching on with interest because their latest announcement is the release of three - three - new body types: tall, curvy and petite.
For other curvy dolls, check out my guide.
C is for Collectors
Mattel is listening. We'll be buying.
I think the figures are gonna speak for themselves.
All they need to do now is up Barbie's career game. 2016 is bringing ice skater (again), chef (again) and nurse (again).