Mattel's efforts to make Barbie more inclusive paying off in record-breaking sales

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Product on display at the Barbie Truck Totally Throwback Tour Launch. (Photo by Presley Ann/Getty Images for Mattel)
Product on display at the Barbie Truck Totally Throwback Tour Launch. (Photo by Presley Ann/Getty Images for Mattel)

Retailers have rushed to restock their shelves of Barbie dolls and other toys in high demand from kids stuck at home.

Sales of the iconic doll rose 29 percent, the biggest quarterly sales in nearly two decades, raking in over half a billion dollars in sales. 

READ MORE: Barbie now boasts more diversity with new vitiligo, no hair and prosthetic leg dolls

Mattel's efforts to make the white, blond doll more inclusive with different skin tones and body shapes are paying off by attracting a more diverse customer base. 

Barbie helped boost Mattel's net sales by 10 percent, its biggest quarterly jump in a decade. The maker of brands such as Hot Wheels, Fisher-Price and American Girl has benefitted as parents turned to playsets and games to entertain their kids. 

READ MORE: Barbie just made a new career move! She's now a judge

The health crisis has radically changed U.S. shopping habits as consumers snap up everything from Barbie's to disinfectant wipes to robot vacuum cleaners and recreational vehicles. 

As for Mattel, the toymaker is forecasting more in the holiday season. Investors drove its shares up more than 13 percent on Friday, 23 October 2020.

Compiled by Phelokazi Mbude

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