Mattel cuts sales target for Shanghai Barbie store

Mattel Inc, the world's biggest toymaker, lowered the sales target for its Barbie store in Shanghai by at least 30 percent after deciding the original marketing concept didn't work.

"The initial sales targets were astronomical," said Dann Murphy, who took over as general manager as his predecessor left eight months after the store opened. Targets for the six-story outlet's restaurant and "retail experience", which includes designing personalized Barbie dolls, have been revised down three times since its opening in March.

Mattel chose Shanghai for its first dedicated Barbie store as consumer demand slumped in the United States and Europe.