# Barbie sales are down as kids clamor for new batch of toys

- URL: https://talkfuse.com/story/barbie-sales-are-down-as-kids-clamor-for-new-batch-of-toys/
- Published: 2026-11-06T20:04:38+00:00
- Updated: 2026-11-06T20:23:03+00:00
- Original publisher: New York Post (publisher lean: Right)
- Original article: https://nypost.com/2026/11/06/business/barbie-sales-are-down-as-kids-clamor-for-new-batch-of-toys/
- Topics: Entertainment, Film, World

## Key points

- Barbie sales fell 9% for a third straight quarter.
- Mattel’s KPop Demon Hunters dolls helped lift overall doll sales.
- Children are turning to squishies, slime, plush toys and games.

## Summary

Mattel’s Barbie sales fell 9% in its latest quarter, marking the third consecutive quarterly decline and the ninth since the 2023 film. The slowdown matters because Barbie had long been a dependable source of growth for the toy company, while children’s interest is shifting towards other products.

Overall doll sales fell 4.6% in the first half of the year, according to Circana, but Mattel’s doll sales rose 4% to $703 million, helped by its KPop Demon Hunters range. Barbie’s pandemic-era and film-related boosts have faded; the film earned nearly $1.5 billion at the box office and related products generated more than $150 million in sales. Squishy toys, slime, plush toys and games are gaining popularity.

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Summarised by TalkFuse (https://talkfuse.com/). Quote the original publisher for the reporting and link this page for the summary and discussion.