Shanghai, China -- Mattel announced Monday that it has closed its much-acclaimed Barbie flagship store, which opened March 2009 in Shanghai.
The El Segundo, Calif.-based toy manufacturer, which officially closed the store’s doors on Monday, cited a change in strategy as reason for the closure. Mattel said in a statement that it plans to promote the Barbie brand via road tour -- on a pink tour bus.
The six-story store featured a spa, cafe, design studio, fashion stage and thousands of Barbie dolls and Barbie products. Mattel inaugurated the store on the 50th birthday of the Barbie brand, bringing together 45 product lines, including trampolines, jewelry and stationery.