Euromonitor International: Barbie movie to push doll sales

Barbie movie fever will turn the world pink and push doll sales to an estimated $14 billion by 2027, according to a Euromonitor expert.

Loo Wee Teck, head of toys and games at Euromonitor International, said the Barbie movie, which hits theaters July 21, will boost interest in Barbie and dolls worldwide.

The highly anticipated Barbie movie is expected to boost sales of dolls and accessories by 16 percent in 2023 compared to 2022. Doll purchases increased during the pandemic before declining last year.

Wee Teck commented, "After a dismal 2022 in which doll sales were negatively impacted by high prices amid economic uncertainty, owner Mattel is poised for a strong 2023 due to the Barbie movie and the reintroduction of Monster High dolls, new Disney Princess and Frozen toys. Mattel's growth is also driven by 'kidults' who collect Barbie. The company has moved into video games and digital content. The transition to an entertainment company has helped Mattel generate additional revenue from digital content and boost sales of its analog toys."

Source: www.euromonitor.com