Mattel has been sitting in my portfolio for quite a while now, not really doing anything which is somewhat of a disappointment as I bought it as a turn-around opportunity quite a while ago. Companies that have turn-around potential but whose performance continues to be lackluster revert to an endless deluge of press releases, image overhauls and a mixture of rebranding and restyling and so it is with Mattel who have now relaunched their flagship doll Barbie as, you got it, a presidential candidate. But the company hastens to add it is not about improving the bottom line at all:

The company is working to capitalize on its best-known product, which has been losing its appeal to older kids. The move is less a money-making initiative for Mattel, and more a labor of love, Mattel spokeswoman Julia Jensen told Reuters.

Doubtful claim. It would seem more like Mattel is trying to catch up with Talking Presidents who have launched a successful range of political dolls, now even marketing a turkey dinner Bush. Since my four-year old daughter loves Barbie-type dolls, what do you think I as a politically engaged parent would be buying if I had the choice between Barbie for President or the famous Ann Coulter doll? Yes, even as a Mattel shareholder I would still opt for the blonde pan-conservative babe. So if Mattel wants to improve its bottom line, acquiring Talking Presidents would be far better than restyling Barbie for the umpteenth time. And to be honest, even today’s kids would see right through a Barbie candidacy as a feeble attempt to grab some publicity. Give us the real thing!