The Long, Slow Decline of American Girl and Yoda
The big three of Mattel, Hasbro and Lego are struggling as toys that entertained generations lose their allure in the digital era.
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There’s trouble in toyland, and it started long before Toys ‘R’ Us went bust.
Sales at the world’s three biggest toymakers—Lego A/S, Hasbro Inc. and Mattel Inc.—slumped during the crucial 2017 holiday season, and the outlook for 2018 isn’t much better. Kids are tiring of movie-linked playthings, such as Lego’s Batman and Hasbro’s Star Wars lineups, that used to be reliable moneymakers. Venerable brands such as Mattel’s Barbie and American Girl are showing their age.