Mattel takes leap of faith with new, curvy Barbie

The NASDAQ-listed toymaker was releasing the three new Barbie shapes to the market on Thursday, named tall, petite and curvy, and selling them alongside the long-criticised classic version.

Mattel's proportions for the immensely popular doll had remained relatively unchanged since the first edition was released in March 1959, and had attracted much criticism in recent years for being impossibly thin and unrealistic.

The company had not disclosed the exact proportions of the new models, but expressed hope that the new designs would mute the criticism.

"Yes, some people will say we are late to the game, but changes at a huge corporation take time", head of Barbie division Evelyn Mazzocco told Time magazine.

Releasing three new, different sizes also presented a logistical challenge for production, with Mattel now having to sell two different shoe sizes for the doll.

The three new sizes were available today from Mattel's website, though it was reported it would take time for them to hit retail shelves as the toymaker negotiated for shelf space.

Investors weren't so keen on the new range, with Mattel's stock losing 0.52% on Wednesday, sitting at $26.97 (£18.79) ahead of the New York open on Thursday.