By April Fong, Financial Post

mattel-entrepreneur-barbieShe’s had countless wardrobe changes, new hair colours and tried out 150 jobs. But this time, 55-year-old Barbie may need more than a career makeover to stay alive, as her popularity wanes amid competition from newer dolls and rising interest in smartphones and tablets.

Mattel Inc., the world’s largest toymaker, said global sales for its iconic Barbie doll fell 15% in the second quarter ended June 30, the steepest drop since mid-2009. Barbie sales have slumped in eight of the past 10 quarters.

And sales are likely to continue to plummet even if she revamps her look again, experts say.