The Barbara Millicent Robert name is likely not one of the most popular ones around the world. However, the woman’s nickname certainly is. Yes, we are talking about Barbie, this is where the iconic doll’s original came from after its creation in 1959 by Mattel.
In spite of this, Mattel was somewhat slow to diversify the Barbie brand and its looks to the market. As a result, sales began to drop in 2014. However, during the pandemic, the dolls’ sales picked up since parents were looking for ways to keep their children entertained at home. Still, this new peak in sales was unable to meet expectations.
Unfortunately, the franchise has not been able to remain at a constant peak at all times. About this situation, President and Mattel COO, Ricardo Dickson, stated that around 2014 and 2015 there was a very noticeable popularity decrease for the Barbie brand. Since it lost some relevance, they decided to change the course of things and started a brand transformation, which implemented a strategic plan to revitalize Barbie.
And they sure did! Because decades have passed now and Barbie has been the talk of the town over the past few months of 2023. It all has to do with the release of the highly anticipated film of the same name which will be hitting theaters on July 21. The movie is going to bring Barbie to life in a new way, as the protagonist (played by Margot Robbie) questions her life’s reality.
As of now, Barbie and Mattel have been introducing innovations to better represent Barbie buyers. Because of this, there are now dolls with different skin tones, in wheelchairs, and Ken figures with vitiligo. In addition, Mattel expects the new movie to give the brand a positive spin and boost sales.