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SAN FRANCISCO (Dow Jones) -- Mattel Inc. shares surged more than 13% Friday after the world's No. 1 toy maker said sales of Barbie dolls and Hot Wheels jumped in the U.S., boosting the company's overall market share as retailers unloaded excess inventory.

Mattel and rival toy maker Hasbro are coming off the worst holiday shopping season in recent years. Mainstays such as Barbie and Hot Wheels cars saw sales slump even though some Hot Wheels carried 99-cent price tags. International sales are also slowing as the global recession continues and the U.S. dollar strengthens, making overseas sales less profitable.

Even though Mattel reported a bigger first-quarter net loss than a year ago, the toy giant said retailers are selling excess inventories and consumers are buying more lower-priced items. The company also plans to avoid building too much inventory later this year for the holidays.

"All of our core brands, including Barbie and Hot Wheels and core Fisher-Price, have been growing at retail," Mattel Chief Executive Bob Eckert said in a conference call. "Barbie's regained the momentum. Barbie is gaining share in dolls and she continues to gain share even when we measure Barbie against the total toy universe."

Eckert declined to give specific information about Mattel's (MAT) market share. Hasbro (HAS) reports results Monday before the stock market opens.

Mattel shares rose to $14.82 in late morning trading. Hasbro gained 4% to $27.27.

For the quarter ended March 31, Mattel reported a net loss of $51 million, or 14 cents a share, compared with a prior-year net loss of $46.6 million, or 13 cents a share.

Revenue fell 15% to $785.6 million. Sales fell 6% in the U.S. and 23% overseas, with 13 percentage points due to the stronger dollar against other global currencies.

Gross margin rose to 44% from 43.2%.

The results fell shy of Wall Street expectations. Analysts polled by Thomson Reuters most recently were looking for a loss of 13 cents on revenue of $796 million.

In the U.S., Barbie brand sales jumped 18%, boosted by the 50th anniversary of the iconic doll that drew collectors and led to promotions to spur demand. Barbie sales have been sluggish for some time as Barbie found itself in a cat fight with Hannah Montana and the more risqué Bratz doll. But Barbie took back some share from Bratz dolls last year.

Overall, Barbie and other doll products, which accounts for about one-fifth of total sales, fell 5% due to the stronger dollar. Sales of other girls' brands slumped 27% on declines in Polly Pocket and High School Musical doll lines.

'Chase demand'

U.S. Hot Wheels sales also rebounded after a disappointing 2008 holiday season. Hot Wheels sales rose in the "double-digits." Sales in the overall Wheels category, which includes Hot Wheels, Matchbox and Tyco R/C brands, fell 14%. Last year sales were lifted by products shipped for the "Speed Racer" movie.

Fisher Price sales were down 17%.

After being burned by too much inventory after last year's holiday build-up, Mattel said it plans to "chase demand" later this year instead of making too many toys. Total inventories fell 9% from the same quarter last year, in part helped by a smaller pipeline of toys tied to movie releases this coming summer.

Mattel is conserving cash to protect its dividend and to weather the economic downturn. It is shrinking its toy lines and spending less in 2009. Mattel eliminated 1,000 jobs last November.

Mattel shares are down 30% over the past 12 months, while Hasbro shares are down 11%.