Revenue of Mattel's Barbie brand worldwide from 2012 to 2023

In 2023, Mattel's Barbie brand generated gross sales amounting to about 1.54 billion U.S. dollars, a drop compared to the 1.49 billion U.S. dollars of the previous year. The brand's gross sales peaked in 2021.

Come on, Barbie

Since the launch of Mattel’s Barbie fashion doll in 1959, Barbie has become a cultural icon in America and around the world. The commercial success of Barbie has allowed Mattel to become one of the most valuable toy brand worldwide. Although a truly worldwide phenomenon, a considerable proportion of Mattel’s sales come from America and Canada. A look at the gross sales of Mattel by region shows that over half of Mattel’s revenues are generated in the North American region.

Hot Wheels

Another one of Mattel's most lucrative brands is Hot Wheels. Introduced back in 1968, these scale model cars and track sets are still very popular today. In 2023, Mattel's Hot Wheels brand generated just over 1.4 billion U.S. dollars' worth of gross sales. In the past five years, Global Hot Wheels sales have grown consistently.