Tag Archives: toy brands

Barbie, Jurassic World, and Masters of the Universe help drive Mattel Q2 2021 sales to $1.03bn

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The global toy maker, Mattel has seen its Q2 2021 net sales increase 40 per cent on last year, with particular success across EMEA where the firm’s growth has exceeded the industry by 11 percentage points.

Mattel bosses have billed it ‘another exceptional quarter’ having witnessed ‘outstanding consumer demand for products,’ driving its net sales for the quarter to $1.03 billion. It’s according to the latest NPD figures that Matte’s point of sale growth outpaced the industry, with ‘strong consumer demand across the portfolio.’

Across the EMEA region, the toy maker was up 54 per cent, with POS increasing double digits.

“We believe we are in the strongest position we have been in many years to improve profitability and accelerate topline growth,” said Ynon Kreiz, Chairman and CEO of Mattel. “This is an exciting time for Mattel.”

The firm’s CEO stated that the company’s performance over the quarter is now adding momentum to its transformation strategy, establishing Mattel as an “IP-driven, high-performing toy company.”

Net sales for the firm for the first six months of the year are now up 43 per cent. Gross Billings in its North America segment increased 30 per cent, driven by growth in Vehicles, including Hot Wheels, Cars, and Matchbox; Dolls including Barbie, Spirit, and Polly Pocket; Action Figures, Building Sets, Games, and Other, including Jurassic World, Masters of the Universe, WWE, and MEGA.

Its Infant, Toddler, and Preschool segment, including Fisher-Price and Thomas and Friends also performed well.

Meanwhile, net sales in the international segment increased 57 per cent, while across EMEA, Mattel outpaced the industry in the first half of 2021, growing two times faster than the industry total.

According to NPD, in Q2 alone, Mattel was up five per cent while the industry declined.

International sales have been driven by growth across Mattel’s Dolls, Vehicles, Action Figures, Building Sets, Games, and Other, as well as Infant, Toddler, and Preschool.

Worldwide Gross Billings for Dolls were $395 million, up 51 per cent versus the prior year’s second quarter, while worldwide Gross Billings for Infant, Toddler, and Preschool were $229 million, up 15 per cent on last year. This was primarily driven by Fisher-Price and Thomas & Friends.

Worldwide Gross Billings for Vehicles were $266 million, up 68 per cent and driven by Hot Wheels, Matchbox, and Cars, while worldwide Gorss Billings for Action Figures, Building Sets, Games, and Other were $258 million, up 32 per cent. This was driven primarily by growth in Jurassic World, Masters of the Universe, WWE, and MEGA. It was partially off-set by Games, including UNO.

Amid the second quarter success for the toy maker, however, Mattel has been making headlines this week as bosses at the global company indicate towards upcoming price increases, following a rise in costs of raw materials and the ongoing issues around shipping and the current ‘sky-high’ prices of containers.

“We will be looking at increasing prices in the second half of [the] year,” Mattel’s chief executive Ynon Kreiz told the BBC.

“We haven’t broken out [which products will be affected], but this is in response to some of the inflationary pressures. We’re not the only ones who did it, in our industry everyone did – and no-one is surprised by [price increases].”

Mattel encountered supply chain issues due to problems with shipping but had got around the worst of them due to the scale of the business.

“We were able to leverage our size and partnerships that we have with our vendors and retail partners and mitigate some of these issues, so we did not have any impact on our business in the second quarter,” he said.

Tutu du Monde brings Mattel’s Barbie to the world if high end fashion for children

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Mattel’s iconic fashion doll brand, Barbie is making its latest statement in the world of high end fashion for children via a partnership with Tutu du Monde and the global launch of a range of tutu dresses, day wear, and accessories for 2022.

The new collection will draw inspiration from the Barbie brand to deliver a collection of designs reimagined in the fashion dolls’ recognisable palette of power pastels and rainbow touches, complete with Barbie motifs to create a new collection for designed for kids.

The collection will be stocked at the likes of Harrods, Selfridges, Liberty, Bloomingdales, Saks, Harvey Nichols, and OUNASS among others.

Each Tutu Du Monde piece will be uniquely designed, tapping into the Barbie brand’s values of empowering limitless potential in girls. With a shared desire to celebrate little girls’ imaginations, each piece has been carefully designed to allow little ones the opportunity to dance, play and explore joyfully.

“When Barbie was created in 1959 by Ruth Handler for her daughter, her entire philosophy of Barbie was that through the doll, the little girl could be anything she wanted to be. Over 60 years on, Barbie continues to empower girls through imagination. This beautiful collection with Tutu du Monde of keepsake items can be worn for lasting memories that can be treasured forever,” said Gemma Daniels, head of softlines, UK and EMEA, Mattel.

Created in 2009 by the celebrated designer Andrea Rembeck, Tutu du Monde is based on the creative’s commitment to authenticity, quality and craftsmanship. The brand was born when Rembek’s daughter requested a tutu. Not inspired by the options on the market, Andrea turned to her talent and created her own.

Each Tutu Du Monde item is designed in Australia and produced in India by a team of artisans. The brand aims to capture the style of French ballet costumes.

Barbie on a mission to grow licensing portfolio in Japan with fashion name ITOCHU

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Mattel is looking to expand the global licensing programme for its iconic fashion doll brand, Barbie, having entered into a multi-year agreement with ITOCHU for the Japanese market.

ITOCHU is a recognised leader in the region’s fashion sector with a portfolio that currently boasts over 100 well-known fashion brands, including the likes of Paul Smith, FILA, and LeSportsac. Under the partnership, Barbie will look to expand into fashion related product launches and brand collaborations across Japan.

“For more than 60 years, Barbie has proven herself as a timely and timeless fixture in pop culture globally,” said Roz Nowicki, head of global consumer products and franchise marketing, Mattel. 

“ITOCHU’s leadership in the fashion industry in Japan makes them the perfect partner for Barbie. We look forward to working with the ITOCHU team to further drive Barbie’s fashion and purposeful narratives in this important market.”

In a statement issued this week, ITOCHU said: “Barbie’s brand philosophy – about empowering the limitless potential in every girl – is highly relevant in Japan. We look forward to partnering with Mattel to promote this brand purpose and develop a range of products and programs for Japanese consumers with high fashion sensibilities, further increasing the reach of the Barbie brand in Japan.”

Barbie has always been at the intersection of fashion and pop culture, and continues to represent global diversity in the fashion doll aisle by showcasing a multi-dimensional view of beauty and fashion. Named the 2020 Top Global Toy Property of the Year, according to the NPD group, the brand engages consumers through new product innovation, cultural relevance, digital dialog, and the celebration of female role models.