In one of the most classic points of sale of toys in Spainthis July 8% more dolls have been purchased Barbie That the last year. Right there, in fact, more product is already sold mattel (group responsible for this brand) that Disney. And within this company, which prefers to maintain its anonymity by not intervening in any way in the behavior of the market, they count on the fact that this has only just begun. “The premiere of the film has generated an increase in interest in Barbie”, they justify from Mattel itself, which does not confess if the demand, production and sale of Barbies has grown in line with the phenomenon, but it does confirm that it is experiencing “a new wave of interest”.
As a reference, this American company had a turnover of 5.4 billion dollars (approximately 4.8 billion euros) last year worldwide, of which 27% came directly from Barbie, which is its star toy and which is also now experiencing a golden moment. “The movie and the barbiecore trend have catapulted Barbie to the center of the cultural conversation and have opened the door to various collaborations with well-known brands in different industries,” confesses the Marketing Manager at Mattel Iberia, Celine Ricaud.
Hence, without even having released the film, zara, Primark either Stradivarius have released clothing lines with Barbie as a motif; or what kipling He has done the same with some of his bags and wallets. But also that “unexpected” collaborations have been carried out for the group that owns the brand as a set of kitchen appliances with Create or one desk chair of those used by ‘gamers’ or ‘youtubers’ with drifting. “This growing relevance has caused a increase in requests for license agreements to produce lines or products related to Barbie”, sums up Ricaud.
“The global product placement industry is valued at more than $25 billion annually and is growing at a double-digit rate, with brands increasingly willing to pay for this type of media exposure,” contextualizes one of the global market strategists of the eToro investment platform, Ben Laidler, in an analysis of the film’s impact on the company. Mattel’s shares, this report collects, have shot up 22% on the stock market in recent months.
new hearings
“These collaborations reflect Barbie’s versatility and ability to adapt to the Actual trends and transcend beyond the world of toys“, points out the head of marketing at Mattel Iberia, who sees this as an opportunity for fans of the brand to access new products related to it.
Related news
This audience, the company confirms, has undoubtedly grown with the film. “The premiere of the film has generated a increased interest in Barbieplacing her in the center of the conversation and attracting the attention of new audiences“, contextualizes Ricaud. The doll, he says, “continues to be a cultural icon and a source of inspiration for several generations, and this new wave of interest has reaffirmed its position as a timeless and relevant brand.”
As a guide, Mattel has brought to market more than 200 new Barbie-related products this year alone, including a line of dolls and dolls dressed in outfits featured in the film.