Mattel Inc. reports second-quarter results Wednesday, just days after the “Barbie” movie opened in a blaze of publicity, thrusting the toy maker’s famous doll into the global spotlight.
A marketing blitz has generated massive buzz for Warner Bros. Discovery Inc.’s WBD “Barbie,” starring Margot Robbie and Ryan Gosling, with Mattel MAT touted as one of the companies likely to benefit from the movie’s success. The toy maker has tapped into the recent “Barbie” mania, announcing a new product collection to celebrate the movie and a host of brand partnerships.
Mattel’s stock ended Monday’s session up 1.8% as “Barbie” generated a massive $162 million in North American weekend ticket sales, making it the year’s biggest movie opening. The S&P 500 index SPX ended Monday’s session up 0.4%. Nonetheless, the “Barbie” movie could potentially boost near-term toy sales, according to Bolton Weiser, as well as enhancing the brand’s long-term pop culture relevance. The movie may also increase Mattel’s brand licensing revenue, which is essentially 100% gross margin revenue for the company, according to the analyst.