The American toy manufacturer Mattel is taking full advantage of the success of the film “Barbie” released in theaters last July. The famous doll is one of its main brands, and it is a double success for the group.
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Barbie is one of Mattel’s flagship brands, alongside Big Jim, Superman, the Fisher Price range, Corolle dolls, Scrabble and Masters of the Universe. Double success indeed thanks to the film Barbie, which made it possible to reap significant revenues linked to franchise rights and ticket sales. The publicity that the film brought to the Barbie “product” did the rest. Customer demand for dolls sold in stores increased significantly between July and September. Barbie has become a global cultural phenomenon.
According to the director of Mattel, Ynon Kreiz, since its theatrical release, the film has brought in nearly $1.5 billion in revenue (around 1.4 billion euros) worldwide. These are not the 2.2 billion dollars earned in two months by the film Avatar 2: the way of water, when it is released in 2022, but the financial windfall is indeed there for Barbie.
Great outlook for the holidays
Barbie is Mattel. And Mattel also has board games. It’s a superb publicity stunt which the company hopes to see the effects of on its entire activity by Christmas. Results forecasts are revised upwards but the group remains cautious.
Indeed, even if it calms down, inflation is still on the shelves and questions about purchasing power in the minds of consumers. Mattel’s big battle today is to regain its place as the world’s leading toy group. A place that Danish Lego, with its famous little multi-colored bricks, took away almost ten years ago.