Sales of one of the most iconic dolls in the world have continued to fall, according to reports.

The number of Barbie dolls sold has declined by 13 per cent to $123.4million over the past three months - the second quarter in a row that sales have fallen.

First launched in 1959, Barbie dolls have undergone a significant revamp over the past 12 months after Mattel Inc, which produces the doll, attracted criticism for its unrealistic body shape.

In response, a line of new Barbies was produced that featured a range of hairstyles and skin tones, and sales picked up last year.

Mattel has reported that sales of its toys fell by 16 per cent overall in the first quarter.

In a statement, Mattel CEO Margo Georgiadis said: "Our Q1 results were below our expectations due to the retail inventory overhang coming out of the holiday period."

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