Greta Gerwig's"Barbie" movie may be smashing the box office, but the doll's sales are actually still falling for parent company Mattel.made $459.6 million in global gross billings, a 23% decline from the same period in 2022. Gross billings represent amounts invoiced to customers and don't include the impact of sales adjustments, such as trade discounts.
Mattel said that despite gross billings for Barbie falling, sales for its Disney Princess, Disney Frozen, and Monster High franchises helped boost its dolls category overall. Mattel execs spoke about how the movie had ultimately catapulted the doll into the spotlight, given the company the chance to collaborate with other brands, and created a"halo effect" for Barbie, with the impact on sales expected to last for years.