D. Tighe
Research expert covering consumer behavior, sporting goods retail, and the global toy industry.
Get in touch with us nowGlobal brand value of Barbie from 2015 to 2024
In 2024, the Barbie brand was valued at approximately 720 million U.S. dollars. The brand's value saw a noticeable uptick following the success of the Barbie movie. Barbie is a well-known toy doll invented by Ruth Handler and manufactured by American toy company Mattel.
The Barbie Movie
Although the Barbie doll has existed for several decades, all eyes had been on the brand even more since the announcement of the Barbie movie, featuring Margot Robbie and Ryan Gosling. Zoomers and millennials in the United States were especially aware of the existence of the film. When asked in late July 2023, whether or not they intended to go see the movie, the majority said no; however, a considerable share of moviegoers in the United States had planned to watch “Barbie” in theaters.
Mattel
Mattel, which is responsible for a number of toy brands, including Barbie, Hot Wheels, and Fisher-Price, is one of the world’s largest toy companies. In 2023, the company generated close to five and a half billion U.S. dollars in revenue, which is a noticeable increase compared to the figures recorded between 2018 and 2020. Just over half of Mattel’s revenue was generated through its North America segment.
