RETAILER Mattel yesterday shut its flagship Barbie concept store in Shanghai after just two years of trying to crack the Chinese toy market.
Mattel said in a statement it remained committed to expanding the brand in China, and that the six-storey outlet had raised Barbie’s profile in the country.
The shop opened in March 2009 as Barbie celebrated her 50th birthday, with Mattel hoping to expand sales in new regions to offset flagging turnover in its traditional markets during the recession.
The firm has not released sales figures for the concept store or given a reason for its closure.
Electronics retailer Best Buy last month scaled back its ambitions in the Chinese market.