Even sales of Barbie declined 23% in the first half of the year compared to a year ago, according to Mattel’s most recent earnings statement. Overall toy sales decreased by 0.2% or by $49 million last year, while the number of toys sold declined by 4%, according to research firm, Circana.
Toy makers are now struggling with a new problem. They can’t replenish their pink or Barbie-fueled merchandise fast enough and weren’t prepared for the demand generated by the movie, which has grossed more than $800 million since its release July 21. “There’s been a surprising uptick for our products and we are hoping it goes all the way through Christmas,” Tara Toys Vice President Brian Specht told The Post.
Other competitors, including MGA Entertainment, which makes LOL Surprise dolls, grudgingly conceded that more people are shopping in the toy aisle because of the Barbie movie, chief executive Isaac Larian told The Post.