In a Barbie World: Barbie movie could boost doll sales

The industry is expected to grow 16% in 2026 from 2022 levels.

The dolls and accessories industry could register massive growth and reach $14b by 2027 on the back of the hype, driven by the release of the new Barbie movie, according to Euromonitor International.

In a statement, Loo  Wee Teck said the Barbie movie, starring Margot Robbie and Ryan Gosling will “jumpstart interest in Barbie and dolls globally” with the dolls and accessories sector sales seen to rise 16% in 2026 compared to 2022 figures.

“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 and Frozen toys,” Loo said.

“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,” he added.

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The movie has also shaken the fashion industry said Marguerite Le Rolland, Euromonitor International’s Head of Apparel and Footwear, with more brands adopting rich bright pink shades.

Rolland noted that the Barbiecore trend began last year with the launch of the Balmain x Barbie collection.

“As the trailer states it, 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 favourite childhood shade for Millennials, or for Gen-Zers - escape to a previous era,” she said.

“Wearing such a rich colour is also definitely a bold way to play with the traditional codes of sexiness and girly-ness and turn them into the ultimate girl power statement,” she added.