It’s a Barbie world and it’s fantastic…. Who would have thought that a movie based on a doll first launched in 1959 would make a successful comeback in 2023? Barbie has completely taken over this Summer with painting the world pink with “The Barbie Effect.”.
Barbie's Amazon Success
Mattel have successfully marketed to consumers but not only children but also to adults. The movie, which was only released in July 2023, has impressively reached $1 billion in box office sales just three weeks post-release. The Barbie movie has sparked a significant sales boom on Amazon, particularly for Barbie and Ken dolls and related merchandise. The movie's impact on e-commerce has been significant, in the previous eight weeks, "Barbie" has emerged as the most frequently searched term on Amazon, according to Noogata.
In terms of digital shelf dominance, Barbie maintains a strong presence on Amazon. Insights suggest that the Barbie brand has successfully leveraged consumer searches to boost its visibility and sales. Customer reviews for Barbie products on Amazon are generally positive, with customers praising the Barbie Fashionistas Glam And Sporty, Barbie Dolls and Accessories, and Barbie Fashion.
These reviews often highlight the quality and variety of Barbie products, contributing to the brand's popularity on the platform. Amazon Prime Day also saw Barbie jump from number 85 to number 49 on the list of top brands bought indicating a surge in the brand’s popularity. As of August 2023, Barbie dolls and dream houses appear in 60% of the top 10 dolls and accessories sold on AMAZON UK.
A range of Barbie-inspired T-shirts, makeup, and other accessories are available on Amazon's 'Barbie' Store. These items are reportedly shipping quickly, especially for Prime members.
New 'Barbie' Movie Dolls inspired by the film are now available for purchase, adding to the excitement among fans.
The Barbie doll modelled after Margot Robbie has seen substantial sales, but the Ryan Gosling Ken Doll isn't far behind. Both have experienced an extraordinary 100% revenue increase over the past six months. However, the Ken Doll has slightly surpassed the Margot Robbie Barbie with a robust $1.2M in revenue.
Another character from the Barbie Movie, President Barbie, has also gained significant popularity. Her sales have seen a notable 100% increase over the past six months, resulting in an admirable revenue of $641K.
Mattel's tactic of launching dolls that mirror the characters and themes of the movie has been effective. It has created a palpable link between the film and the physical dolls, ensuring that the film's buzz translates into a boost in doll sales.
The Margot Robbie Barbie has undoubtedly piqued consumer interest, experiencing an awe-inspiring 100% revenue increase over the past six months. This equates to a substantial $1.1M in revenue, demonstrating the allure of the Hollywood actress's portrayal and her significant impact on the Barbie brand.
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