Mattel: Billionaire brand Barbie

From plastic doll to brand empire - that's the Barbie success story. Since the first version of the toy doll in 1959, Barbie has marketed herself extremely well and has had a significant impact on pop culture in recent decades. In the meantime, not only has the Barbie family been enriched by a wide variety of dolls, but manufacturer Mattel has also benefited from the hype.

The Barbie franchise

The Barbie franchise, which now includes books, comics, video games and films in addition to the figures, generated sales of around USD 1.5 billion in both 2022 and 2023. This corresponds to around a quarter of Mattel's annual sales of USD 6.1 billion. The Barbie brand broke through the billion-dollar barrier in 2018. The year 2021 then marked the highest net sales value since 2013, when Barbie sales reached 1.7 billion US dollars worldwide.

Source: https://de.statista.com/themen/2578/mattel/#topicOverview