Barbie film fever is expected to turn the world pink and skyrocket the doll industry to an estimated $14 billion by 2027, according to the latest research from Euromonitor International.
Loo Wee Teck, Head of Toys and Games at Euromonitor International, said the upcoming Barbie: The Movie, releasing on July 21 and featuring Margot Robbie and Ryan Gosling, is set to jumpstart interest in Barbie and dolls globally.
“After a dismal 2022, when sales of dolls were negatively impacted due to high prices amid the economic uncertainty, owner Mattel is set for a strong 2023 as a result of the Barbie film’s halo and the relaunch of Monster High dolls, new Disney Princess [offerings], and Frozen toys,” says Wee Teck. “Mattel has consistently refreshed its Barbie lineup in accordance with the change in consumers’ attitudes and has launched new figures with different ethnicities and a wider range of body types. Mattel’s growth is also driven by ‘kidults’ who are buying childhood toys like Barbie. The company has moved into video games and digital content. The transition into an entertainment company has helped Mattel generate additional revenues from digital content and drive sales for its physical toys.”
The much-anticipated film is expected to boost sales of dolls and accessories by a massive 16% growth in 2026 compared with sales in 2022. Purchases of dolls rose during the pandemic before falling away last year.
The film’s release has also caused a stir in the fashion world with a trend known as “Barbiecore,” as brands incorporate shades of pink into their collections.
“The Barbiecore trend in fashion started last year with the Balmain x Barbie collection but 2023 has seen a lot more brands embracing rich bright pink shades from Valentino to H&M collections, in anticipation of the much-awaited release of the Barbie movie,” says Marguerite Le Rolland, Euromonitor International’s Head of Apparel and Footwear. “As the trailer states, whether you love or hate Barbie, this movie is for you and in the fashion industry it seems that wearing rich bright pink is also gathering everyone across age groups and genders. Whether you want to signal your girly sense of style or return to a favorite childhood shade for Millennials, or for Gen-Zers — escape to a previous era.”
