Lavatory Wee Teck, Head of Toys and Video games at Euromonitor Worldwide, mentioned the upcoming Barbie: The Movie, releasing on July 21 and that includes Margot Robbie and Ryan Gosling, is ready to jumpstart curiosity in Barbie and dolls globally.
“After a dismal 2022, when gross sales of dolls have been negatively impacted on account of excessive costs amid the financial uncertainty, proprietor Mattel is ready for a robust 2023 because of the Barbie movie’s halo and the relaunch of Monster Excessive dolls, new Disney Princess [offerings], and Frozen toys,” says Wee Teck. “Mattel has persistently refreshed its Barbie lineup in accordance with the change in customers’ attitudes and has launched new figures with completely different ethnicities and a wider vary of physique sorts. Mattel’s progress can be pushed by ‘kidults’ who’re shopping for childhood toys like Barbie. The corporate has moved into video video games and digital content material. The transition into an leisure firm has helped Mattel generate extra revenues from digital content material and drive gross sales for its bodily toys.”
The much-anticipated movie is predicted to spice up gross sales of dolls and equipment by an enormous 16% progress in 2026 in contrast with gross sales in 2022. Purchases of dolls rose in the course of the pandemic earlier than falling away final 12 months.
The movie’s launch has additionally brought on a stir within the trend world with a development referred to as “Barbiecore,” as manufacturers incorporate shades of pink into their collections.
“The Barbiecore development in trend began final 12 months with the Balmain x Barbie assortment however 2023 has seen much more manufacturers embracing wealthy vivid pink shades from Valentino to H&M collections, in anticipation of the much-awaited launch of the Barbie film,” says Marguerite Le Rolland, Euromonitor Worldwide’s Head of Attire and Footwear. “Because the trailer states, whether or not you like or hate Barbie, this film is for you and within the trend trade plainly carrying wealthy vivid pink can be gathering everybody throughout age teams and genders. Whether or not you need to sign your girly sense of favor or return to a favourite childhood shade for Millennials, or for Gen-Zers — escape to a earlier period.”