The great success of the “Barbie” film has given the manufacturer Mattel a strong boost in the Christmas business. Gross business with Barbie dolls jumped by 27 percent to $473 million, and in North America the increase was even 43 percent. Mattel’s consolidated sales across all product categories increased by 16 percent to $1.6 billion.
Profit jumped from $16.1 million in the same quarter last year to $147.3 million.
Success thanks to the “Barbie” film
Last summer’s “Barbie” film has now grossed over a billion dollars worldwide. At the same time, he boosted the previously often flagging interest in Barbie products – even though Barbie and Mattel don’t come off well in the film.
It’s no longer profitable to simply sell toys these days.
“Director Greta Gerwig poked fun at the company and shot a very successful satire about gender roles – that was well received by the adult audience,” says SRF business editor Sven Zaugg.
Away from being a pure toy company
Mattel is in a transformation phase from a toy manufacturer to an entertainment company, says Zaugg. Around a dozen more films about Mattel toys have been announced – including a film about Hot Wheels cars and one about Polly Pocket figures.
Mattel uses the Disney Group as a model, as it earns a lot of money through the sale of its licenses. The reason for the new business direction: Video games for children are creating more and more competition for traditional toy companies. “Today it is no longer profitable to simply sell toys,” says business editor Zaugg.