The passion Inflatable Advertising was over for Barbie and Ken. Now it seems America's love affair with the plastic doll may also be coming to an end.
US sales of Barbie fell 15% in the first quarter, despite a February stunt which saw her "breaking up" with her suitor of 43 years, Ken.
Meanwhile, Barbie has some hip new rivals on the scene.
MGA Entertainment's Bratz dolls come in a range of different ethnicities, and boast fashions described as "totally dangerous, totally ferocious and totally funkadelic".
They have won two Toy Industry Association Toy of the Year awards - and figures suggest rising sales are eating directly into sales of Barbie.
But analysts say with thought and investment Barbie could still have a future ahead.
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