“Last year, it reached the highest level in its history,” Dickson confirmed. The doll division accounted for almost $2.3 billion of Mattel’s gross revenues Barbie alone represented $1.679 billion, or 73% of the sales in its category, and about 27% of total revenue. However, the company’s annual report sheds some light on the matter. “Of course, Barbie is the queen of our product portfolio and, to some extent, an indicator of how Mattel is doing,” Richard Dickson, the company’s president and Chief Operating Officer (COO), said by video call.ĭickson did not disclose the Barbie brand’s share of the company’s revenues, which were $5.458 billion (a similar figure in euros) in 2021 (that figure was $6.081 billion before discounts, returns and other adjustments).
While the company performed well and kept the business balanced with other brands during some of the doll’s low moments, Barbie remains fundamental to the toy company’s success.
The success of the toy company that created her over 60 years ago still largely rests on her slim plastic shoulders.
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