The Associated Press Published 9:02 a.m. ET Feb. 13, 2018
Mattel’s new agenda bold Dos is displayed on Monday, Feb. 12, 2018, in New York. Mattel is ablution the new agenda bold abutting ages in hopes of giving its about 50-year-old Uno cast a additional life. Dos has agnate rules as Uno, except players accomplish two bags of cards and can bandy bottomward two cards at a time instead of one.(Photo: Jenny Kane, AP)
NEW YORK — What’s abutting for Uno? Dos, of course.
Mattel is ablution the new agenda bold Dos abutting ages in hopes of giving its about 50-year-old Uno cast a additional life. Dos has agnate rules as Uno, except players accomplish two bags of cards and can bandy bottomward two cards at a time instead of one.
It comes as Mattel tries to about-face its business around, mainly by afterlight archetypal brands, such as Barbie dolls and Hot Wheels cars. The toy maker’s acquirement fell 11 percent aftermost year, aching by the defalcation filing of Toys R Us and the alteration tastes of kids, who are added extensive for a book instead of a toy.
Uno, however, was a ablaze spot: The aggregation says Uno sales were up 12% in 2017 from the year before. Mattel, which is based in El Segundo, Calif., has approved to advertise Uno in added places, including dollar food and video bold shops. And it has additionally been block trends, absolution Uno cards with emojis, babyish animals or unicorns. An Uno smartphone app is in the works for the spring, and Mattel already has launched a way to comedy the agenda bold through Facebook Messenger.
More: Earnings: Even Barbie can’t save Mattel from anniversary sales slump
It may chase a agnate a action with Dos, says Ray Adler, who oversees Mattel Inc.’s amateur unit.
Dos, which costs $5.99, will aboriginal be awash at Target in March and again cycle out to added food in August.
It took two years to advance Dos, mainly to accomplish abiding arena the bold was altered abundant from Uno. But don’t apprehend to see Tres anytime soon, says Adler.
“We’re blessed area we are with Dos appropriate now,” he says.
Contact Joseph Pisani on Twitter.
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