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

0:00
play article
Subscribers can listen to this article
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

Follow us on social media: FacebookTwitterInstagram

Sign up to W24’s newsletters so you don't miss out on any of our stories and giveaways.

We live in a world where facts and fiction get blurred
In times of uncertainty you need journalism you can trust. For only R75 per month, you have access to a world of in-depth analyses, investigative journalism, top opinions and a range of features. Journalism strengthens democracy. Invest in the future today.
Subscribe to News24
Voting Booth
As 2020 draws to a close, what are you most grateful for this year?
Please select an option Oops! Something went wrong, please try again later.
Results
I'm grateful to still be employed and earning an income
57% - 74 votes
I beat Covid-19 and I'm grateful to be alive
4% - 5 votes
I'm grateful for the support of friends and family through anything I faced this year
12% - 15 votes
I'm grateful that I was still able to achieve milestones/goals despite the pandemic
6% - 8 votes
I'm just grateful this year is finally over, man.
22% - 28 votes
Vote