Everyone’s Talking About the ‘Barbie’ Movie – But the Doll’s Sales Are Actually Falling

Despite the massive success of Greta Gerwig's "Barbie" movie, sales of Barbie dolls and related merchandise have been falling for parent company Mattel in the first half of 2023. The Barbie brand saw a 23% decline in global gross billings during this period, although there was a slight improvement in sales leading up to the movie's release. Mattel executives attribute the movie's impact to boosting Barbie's popularity and expect the positive effects on sales to continue for years, despite the recent decline.