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Barbie sales are down as kids clamor for new batch of toys
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.
In short
- 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.
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The case for
The decline suggests Barbie may be losing some of its former appeal as children move towards newer toys such as slime, plush toys and games. Since Barbie has been a dependable source of growth for Mattel, sustained weakness could point to a need to refresh the range and respond to changing play trends.
The case against
A quarterly fall in Barbie sales does not necessarily show that the brand is in lasting decline: the exceptional boosts from the film and pandemic-era demand have faded, leaving a difficult comparison. Mattel’s doll sales rose overall, supported by KPop Demon Hunters, which suggests its wider doll business can still attract buyers even as tastes shift.