Yep. The article I read said it was a combination of all of it. But the Lego adding Friends was the last nail in the coffin and with everything else lego was doing allowed them to quickly become #1. The reason for the new body types is the decline in Barbie. But their major decline happened over 3 years. The first 2 were minor drops with the last being 14% drop. The other dolls with more realistic figures were created before the major drop. But also the 14% drop was because of Frozen. The Princesses took off and that also caused less popularity in Barbie. They said the preschool grade was going for Princesses and the older crowd was going for Bratz leaving Barbie with a very small market. Then Friends came in and hit that market (5-10 ages) and just killed them.One last thing on Mattel and Barbie. You noticed the news on the new body types and skin colors and all that? Don't think the American Girl craze(and knock offs) hasn't put a major damper on Barbie sales.