Mattel: another toy story with Barbie product launches

(CercleFinance.com) - Mattel announced on Monday that it would be launching a range of new Barbie toys to capitalise on the smash success of the film that it has produced with Warner Bros Pictures.


The announcement comes as the film, starring Margot Robbie and Ryan Gosling, passed the billion-dollar mark at the box office this weekend.

Amongst the new toys to be launched by the US group are half a dozen new figurines entirely inspired by the costumes worn by Barbie and Ken in Greta Gerwig's film.

In just 17 days after its release, the Barbie movie has grossed over $1.03bn in cinemas, including $459.4m in the US and $572.1m internationally.

This is the first time that a film directed by a female director has passed this symbolic milestone.

In the run-up to the film's release, Mattel launched a whole range of dolls and accessories inspired by the film, not only under its Barbie brand but also under those of Uno, Hot Wheels and Fisher-Price.

Mattel has also teamed up with over a hundred partners to market numerous products inspired by the film in sectors ranging from beauty to fashion, a segment in which analysts believe Mattel's biggest opportunity lies.


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