Movie Barbie is a Hit, Doll Sales Drop by -23% Tears Stop

Even in the US, children 'ignore' it
Product limitations due to outdated image
Can 'content creation' provide a breakthrough?

Directed by Greta Gerwig, 'Barbie' is creating a global box office sensation, but the feelings of Mattel, the American toy company that owns the brand, are likely mixed. This is because Barbie toy sales are showing a clear decline. Children are no longer interested in dolls, and Barbie has not completely escaped criticism that she reinforces outdated images of women.

[Image source=Pixabay]

According to Mattel's recently released toy sales performance for the first half of this year (January to June), the Barbie brand recorded a global gross billing of $459.6 million. This represents a 23% plunge compared to the same period last year.

Barbie's poor performance contrasts sharply with the box office revenue generated by the film using the same brand. In its opening week in the U.S., it topped the box office with $162 million, surpassing 'Mission: Impossible 7,' and continued its strong performance by earning about $90 million in its second week.

21st Century Kids Shun Toys... 'Outdated' Image Also a Hindrance

Barbie doll product line [Image source=Mattel]

Barbie's shaky position is not a recent development. Since its first release in 1959, Barbie became the largest children's toy brand in the U.S., but has struggled since the 21st century. Especially in the U.S., Barbie's biggest market and home country, sales declined for nine consecutive quarters as of 2015.

There appear to be several factors behind Barbie's decline. First, with the emergence of electronic toys based on technologies such as smartphones and handheld gaming devices in the 21st century, children are losing interest in physical doll play.

Efforts to develop new markets in Asia were also somewhat insufficient. Mattel's toy rival, Lego, succeeded in targeting the Chinese market and rapidly increased sales, but Barbie's popularity was relatively low. Mattel opened a Barbie specialty store called 'House of Barbie' in Shanghai, China, in 2009, but it closed just two years later.

Although Barbie dolls representing various professions such as president, computer engineer, and astronaut were introduced, some critics still argue that Barbie perpetuates a 'sexist image' of women.

"Movie Success is Cultural Resonance... Barbie Brand Leaps to a New Level"

In contrast to toy products, Greta Gerwig's film "Barbie" is creating a global box office sensation.
[Image source=Yonhap News]

Mattel is relying on media strategies such as movies to boost Barbie sales. At the time of the earnings announcement, Mattel CEO Anthony DiSilvestro emphasized that thanks to the film's box office success, Barbie sales turned to an 'upward trend' in July. He also added that they would actively leverage the film's 'halo effect' in promotional events.

Mattel described, "The success of the Barbie movie is a showcase demonstrating the brand's cultural resonance," and said, "It has leapt to a new level of culture including toys, fashion, accessories, and content."

Mattel plans to produce additional movies related to its toy brands to increase content revenue. They also stated that the movie-related toys and products "sold out very quickly," and they will continue to focus on releasing movie-related toys in the future.

These special limited-edition toys are known to particularly appeal to high-value collectors. Especially in the U.S., there is an active market of 'professional collectors' who have been purchasing Barbie dolls since childhood. Once a representative of children's toys, Barbie is now actively targeting adult customers.

This content was produced with the assistance of AI translation services.