Mattel Ditches High-Tech Barbies, Goes Back to Basics


Barbie is becoming less techy.

Mattel Inc. Chief Executive Margo Georgiadis is shutting down products with extraneous technology from its Barbie lineup and elsewhere in the toy maker’s portfolio. Instead, the former executive of Alphabet Inc.’s Google is focusing on more proven play patterns like a Barbie line focused on baking and cooking, another featuring different occupations like beekeeping, and products backed by strong media content.

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