Since time immemorial, dolls have been inseparable companions of childhood, triggering imagination and fostering creative play. Over the years, we have witnessed the evolution of these playmates, from simple rag figures to sophisticated articulated dolls that star in the dreams of children around the world.
In this magical universe of articulated doll toys, the brands that stand out with a special connection to childhood are Barbie, Disney Princesses, and Polly Pocket.
The doll-buying process is a unique experience where the active participation of children plays a crucial role. According to data from Askids, the data and insights platform for the U18 segment, 91% of children begin this journey with a purchase request, where 37% of them mention their preferred brand and 78% the character.
In the journey, it is identified that 68% of purchases are planned, with preferred places being toy stores (48%) and supermarkets (14%). It is relevant to highlight that 92% of purchase decisions are made by the children themselves, and 100% of them experience satisfaction upon receiving their coveted doll.
Barbie in the minds of children
In the pre-purchase of dress-up dolls, Barbie stands out, being mentioned by 61% of children. Before the movie's release, 98% of those under 18 knew the brand, 73% already had a Barbie doll, 72% had enjoyed playing with this iconic figure, and 9% expressed a desire to own a Barbie doll.
Success behind the screen
Barbie, with its solid track record, surpassed all KPIs (key performance indicators) after the release of its movie. In October, post-movie data reveals that 100% of those under 18 know the brand, 89% already have a Barbie doll, 86% play with it, and the remaining 5% aspire to have one.
On the other hand, the repercussions also reached Roblox with "Barbie DreamHouse Tycoon", where popularity also soared: Barbie achieved 27 million visits in just 13 days.
The impact of this movie on the Barbie universe is not only reflected in consumption statistics but also in Mattel's economic growth.
According to an article published by Toy World, Barbie sales drove a 9% increase, marking the first quarter of sales growth for the company in a year. Ynon Kreiz, CEO of Mattel, noted that the Barbie movie was not only a commercial success but also became a global cultural phenomenon, a key milestone for the company.
Barbie's success story, fueled by the magic of cinema, demonstrates how an iconic brand can reinvent itself, captivate new generations, and simultaneously contribute significantly to the economic growth of a company like Mattel.
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