Barbie doll sales surge online with the film nearing $1 billion at the box office.

Barbie doll sales surge online with the film nearing $1 billion at the box office.

“Barbie Effect” Boosts Box Office and Retail Sales

The “Barbie effect” is captivating audiences and powering the success of the popular doll’s movie. Just two weeks after its release, the film is on track to surpass $1 billion in box office sales. But it doesn’t end there. The impact of the movie is also being felt in the retail market, with Barbie dolls flying off the shelves and boosting the direct-to-consumer sales of Mattel, Barbie’s parent company.

Harley Finkelstein, president of Shopify, the e-commerce platform that powers Mattel’s direct-to-consumer operation, shared that doll sales have soared by an impressive 56%. While the company later clarified that this increase occurred in the overall doll category between the first and second quarters of this year, the “Barbie effect” is undeniably contributing to the overall success.

Finkelstein reveals an interesting phenomenon – consumers are prioritizing their favorite brands and choosing to spend their money on toys like Barbie, even as they cut back on other expenses. People are “voting with their wallets,” and the clear winners are brands that have a strong emotional connection with their audience.

Online sales have experienced a significant boost, which reaffirms previous statements from Mattel. The toymaker recently reported selling out of Barbie movie-related toys and products, ensuring an expanded selection just in time for the holiday season. Barbie firmly holds the title as the world’s number one doll brand, with this movie’s success serving as a milestone moment for Mattel.

Richard Dickson, Mattel’s President and COO, expressed his excitement during an earnings call, emphasizing the cultural resonance of the Barbie brand. “Whether it’s our toys, fashions, accessories or content, there’s no doubt that the brand has reached a new level of cultural relevance,” he said, acknowledging the brand’s ability to captivate and connect with its audience.

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While Mattel experienced a slight dip in doll sales during the first half of the year, they attributed it to a combination of efforts to align promotions with the theatrical release of the movie and shoppers saving up for larger holiday spending. However, with the resounding success of the movie, Dickson exudes confidence in the future of Barbie.

The “Barbie effect” showcases the enduring power of a beloved brand. It highlights the significance of emotional connections and attests to the fact that consumers are willing to go above and beyond for their favorite brands, even during challenging times. The success of this movie not only solidifies Barbie’s position as an iconic doll but also paves the way for future ventures and a continued cultural impact.

• barbie
• Barbie movie
• Shopify