Barbie doll sales are booming online as the blockbuster film barrels toward $1 billion at the box office
Two weeks after the hit summer film's release, box office sales are on"Across the board, we're seeing doll sales up 56%," said Harley Finkelstein, president of Shopify, the that powers the direct-to-consumer operation for Barbie's parent company, Mattel.
The company later clarified that the increase occurred in the overall doll category between the first and second quarters of this year. Finkelstein said beloved brands like Barbie are still resonating with shoppers who may be dialing back their spending elsewhere. "Consumers are voting with their wallets to buy from their favorite brands," he said."Those favorite brands are on Shopify."
The online sales boost reinforced comments from Mattel last week. The toymaker reported selling out of Barbie movie-related toys and products, and promised a wider selection of merchandise going into the holiday season."The success of the Barbie movie is a milestone moment for Mattel, and it really is a showcase for the cultural resonance of the brand," Mattel President and COO Richard Dickson said in an earnings call last week.
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