The (controversial) pink Barbie
In Mexico, the shoe brand Aldo has seized this opportunity and has launched a special collaboration, presenting a line of sneakers inspired by the doll. These shoes, which are the result of a license, have generated great enthusiasm among Barbie fans and fashion lovers.
Plus, cosmetics brand Nyx Cosmetics has jumped on the Barbie frenzy with a line of themed beauty products. These include a toy mobile phone containing lip gloss, as well as eyeshadow palettes, blushes and even false eyelashes. This collaboration fuses fantasy and beauty, allowing fans to immerse themselves in a world of glamor and style.
Barbie fever has also spread to other stores, such as suburbia, which has expanded its offer to include Barbie dolls, as well as bags, cosmetic bags and nail polish. Also department store chain coppel has incorporated Barbie-themed sneakers, along with sandals and clothing, onto its sales floor.
Fashion chains, such as Forever21, C&A and Cuidado con el Perro, are not far behind and have also embraced the trend. In its establishments, customers can find jackets, pajamas, skirts, t-shirts and socks inspired by Barbie. These brands have even shared short videos on Instagram, showcasing custom Barbie date outfit and accessory combinations.
But the new Barbie movie phenomenon isn’t just limited to clothing, shoes, accessories, and cosmetics—it’s spread to supermarket aisles. Walmart got on the tsunami generated by the new Barbie movie. A variety of doll-related merchandise can be found in its stores, from toys and blankets to ice cream and pink clothing, which has become the hallmark of this surge of products.
Since her debut at the American International Toy Fair, Barbie has revolutionized the toy industry. Dressed in a black and white striped bathing suit, black pumps and an iconic 1960s ponytail hairstyle, the doll broke with the standard for baby-like dolls of the time.
“Barbie is so much more than just a toy. Since her creation, she has had a cultural impact that transcends the toy industry. This means there are dresses, animated movies, a myriad of fashion-related items and much more. Barbie is an icon of fashion”, says Dr. Jorge Luis Soltero Torres, a professor at the Banking and Commercial School (EBC) and an expert in marketing, advertising, communication and education.
Beyond the doll, Barbie is a lucrative brand
Created by Ruth Handler, Barbie has faced criticism over the years for promoting unrealistic beauty stereotypes. In 2015, the blonde doll experienced a decline in popularity and sales, while brands like Bratz, which appeared on the market in 2001, gained ground by offering more modern dolls with an urban style and greater diversity. However, Barbie has responded to these criticisms with more inclusive lines of dolls, representing a diversity of bodies, ethnicities and abilities.
Now, with the live-action Barbie movie, which has generated great expectations since its production was announced last year, the brand is renewed. “This film allows the brand to position itself among the new generations. Its impact is impressive,” says the EBC expert.
Although Barbie remains Mattel’s most iconic brand, the first quarter of this year has not been the best time for the doll. Mattel’s worldwide gross doll sales in that period reached $306 million, down 23% compared to the same period in 2022, due to a decline in Barbie net sales.
Even so, the brand value continues to grow steadily. According to data from the consulting firm Statista, the Barbie brand, owned by Mattel, has a brand value of 700 million dollars, almost double the value registered in 2021, which stood at 378 million.