Mattel has been touted as one of the big winners from the eagerly-anticipated “Barbie” movie based on the toy maker’s famous doll.
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.
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Small businesses want a piece of Barbie's worldIt is Barbie’s world, and U.S. small businesses hope their social-media marketing can help them cash in on it. From Malibu makeovers to striped dog bandanas to hot pink cocktails, many small business owners have latched on to Barbie-inspired products to get more eyes on their websites and social media accounts ahead of Friday’s U.S. release of “Barbie,” the movie set to become a cultural sensation. But as Mattel-licensed Barbie marketing and products flood big companies' stores, hotel suites and social media posts, small firms also seek to capitalize on the hype.
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