Despite the trend, Mattel has expressed its faith in the brand. CEO Brian Stockton told analysts in a recent earnings call that "Barbie is going to continue to be a brand that we spend a lot of time and attention on." While the company is doubling-down on a flagging brand, it will soon lose the rights to a soaring one. Production of Disney Princess toys will shift to Hasbro in 2016, including for the hugely popular film, Frozen. Disney toys and Frozen helped offset some of Mattel's pain from the Barbie slump. According to the National Retail Federation, Frozen merchandise is set to surpass Barbie as the number one gift for girls this holiday season.