Is the love for Barbie finally fading?

Sales of the classic Mattel doll have dropped for the fourth straight quarter. While Barbie sales were down 12 percent this quarter, other girl brands such as Monster High skyrocketed 23 percent. Mattel’s American Girl line was up 14 percent.

Mattel says it isn’t concerned about Barbie, a doll that’s been around for 54 years.

“We consider the first half of the year our pre-season, and we tend not to read too much into the numbers,” says Chief Executive Bryan G. Stockton. “Overall, the global toy industry came out of the first half of 2013 in pretty good shape.”

To keep up with competition, Mattel is planning to launch technology-based Barbie items such as a virtual makeup iPad app.

But with four quarters of sales slumps, maybe Barbie is on its way out. I say good riddance — unless maybe Mattel is ready to make Barbie look like a realistic woman.

Earlier this month, artist Nickolay Lamm created drawings of what Barbie would look like if she were based on measurements from the average 19-year-old — and public response was overwhelmingly positive. Even celebs like Demi Lovato jumped on board!