Mattel gives Barbie new body types

Barbie just got several makeovers at once.

Mattel, in an effort to boost its slumping sales by diversifying the look of its classic doll, is rolling out Barbies with three new body types and an array of complexions.

Dolls with the new body types - tall, curvy and petite - became available for order starting Thursday. Barbies coming out this year also include seven skin tones, 22 eye colors and 24 hairstyles, Mattel said.

The move is part of Mattel's efforts to revive Barbie's popularity. The doll brand's slowing sales have dragged down the toy maker's performance.

Mattel's overall sales have dropped for eight straight quarters. In last year's third quarter, Barbie sales continued their yearslong slide by falling 14 percent. Mattel will announce its fourth-quarter earnings Monday.

The new looks are part of the Barbie Fashionistas line, which made waves last year with its first line of ethnically diverse dolls. Barbie has long been criticized for presenting thin, blond and blue-eyed as a beauty standard to young girls.

Evelyn Mazzocco, global general manager for Barbie, said Mattel is 'changing the face of the brand.”

'These new dolls represent a line that is more reflective of the world girls see around them,” she said in a Thursday statement. 'The variety in body type, skin tone and style allows girls to find a doll that speaks to them.”

Mattel has been trying to turn around its business as children increasingly turn to their smartphones and tablet computers for entertainment.

Richard Dickson, Mattel's chief operating officer, told the Los Angeles Times last year that his 'most vital” goal is to kick-start the core brands, including Barbie and Fisher-Price. He ended up promoting people with deep backgrounds in toy design, such as Mazzocco, to lead Barbie and Hot Wheels.

Traditionally, these jobs would have gone to 'business oriented” types, he said.

Analysts said diverse Barbies are a step in the right direction, but some have questioned whether Mattel can still entice kids who are used to edgier dolls or electronic gadgets.

Mattel also is facing additional pressure this year after losing the doll licenses to Disney's hit 'Frozen” and Princess properties to rival Hasbro. It will have to work hard to plug that hole, which analysts have estimated brought in more than $300 million a year for Mattel.