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Barbie fights for her life

Published: Thursday, July 18, 2013 2:24 p.m. CDT • Updated: Thursday, July 18, 2013 2:31 p.m. CDT
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In this Oct. 31, 2007, file photo, Barbie dolls are seen at the Barbie Store in Buenos Aires. As Mattel reported on July 17, 2013, Barbie is suddenly facing a popularity contest as the most popular doll on the Market. Instead, Mattel's Monster High dolls, have exploded in popularity since being introduced in 2010.
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In this Thursday, Feb. 17, 2005 file photo, Ashley Cebollero, of New York, looks around in front of a bank of Barbie Fashion Fever dolls in New York.
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In this Jan. 25, 2007 file photo, Baby Alive is demonstrated at a Hasbro media preview in New York. Hasbro's Baby Alive took baby dolls to a new level. Introduced in 1973, the dolls that mimicked eating and wetting a diaper were a hit in the 1970s.
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In this Aug. 30, 1984, file photo, Helen Humphrey, the 1984 National Poster Child for the March of Dimes Birth Defects Foundation, smiles as she holds Cabbage Patch Kids in New York. Created in 1978, plush Cabbage Patch Kids with yarn hair became one of the biggest toy crazes in the 1980s.
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In this Thursday, October 16, 1997, file photo, Jodie Loftus, 4, holds an armload of the Spice Girls dolls when they were first unveiled at a fair of Christmas toys in London. From left to right the dolls are Scary Spice, Ginger Spice, Posh Spice, Sporty Spice and Baby Spice. Spice Girl dolls were one of the hottest toys during the 1999 holiday season.
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In this Wednesday, Jan. 31, 2007, file photo, Kristin, right, and Marie pose with their Disney Princess dolls on a booth of the toy producer Simba Toys, during the press preview day of the 58th International Toy Fair in Nuremberg, southern Germany. Mattel's line of 12-inch dolls based on Disney Princesses including Cinderella and Rapunzel have been strong sellers and are currently still among the top five U.S. doll lines in 2013
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In this photograph released by MGA Entertainment Friday, Feb. 10, 2006, "Feelin' Pretty" Bratz dolls are shown at the American International Toy Fair in New York. Bratz dolls, introduced in 2001, made a splash with their low rise jeans, makeup and platform heels.
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In this Tuesday, Oct. 2, 2007, file photo, A Hannah Montana Singing Doll and Pop Star stage are shown at the Toy Wishes Holiday Preview in New York. Play Along Hannah Montana doll, based on Miley Cyrus' hit Disney character, was on everyone's "hot toy" list in 2007 and 2008.
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In this Thursday, June 27, 2013, photo,Tegan, 9, poses with Monster High Dolls as part of a Christmas toy preview at the toy store Hamleys in London. Mattel's Monster High Dolls, with neon hair and punk clothing, have grown to an estimated $500 million in annual sales since debuting in 2010.

NEW YORK – As far as catfights go, this is a doozy.

Barbie, long the reigning queen in the doll world, has suddenly been thrust into the battle of her life.

But Barbie's competitors look nothing like the blue-eyed, blonde-haired, long-legged fashion icon. And they don't come with the same old standards of beauty either.

Monster High dolls are vampy teens that are patterned off the offspring of monsters like Dracula and Frankenstein. They wear mini-skirts with skulls on them and go by names like Draculaura.

Although it's still the No. 1 doll, sales of Mattel's Barbie have slipped for four straight quarters, even while the overall doll category is up 6 percent, according to the NPD Group.

Meanwhile, Monster High is the No. 2 doll brand in just three years.

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