Barbie Doll is Making a Comeback

Barbie 

Sales of the iconic doll have been brisk this year, according to industry analysts, who expect parent company Mattel Inc. to confirm the trend when it reports first-quarter results after the bell on Wednesday. 

Global sales of Barbie rose 1 percent in the fourth quarter, marking the first uptick in several years and signaling the beginning of a comeback for the aging doll. 

“Barbie has had a very strong few weeks leading up to Easter and sales are definitely better than last year,” said Jim Silver, president of consumer toy review site TTPM.

While there are hundreds of iterations of Barbie, the expansion of its Fashionista line to include three body types,curvy, petite and tall and a range of seven skin tones has been selling out at retailers since it debuted in January. 

The line also addressed the wrath of Barbie’s biggest critics, who have long held that her slender body proportions were not reflective of the general population. 

What’s more, licensees of Barbie merchandise maintain that sales of items like a cash register, styling heads and dress-up clothing are up between 10 percent and 20 percent compared to a year ago, added Silver.

Hello Barbie, the controversial talking doll that was introduced before the holidays, however, has not been a hit.

“But it doesn’t matter,” said BMO Capital Markets analyst Gerrick Johnson. “Mattel didn’t bet the farm on Hello Barbie and it got a lot of buzz which was probably worth the investment.”

The doll category in general is experiencing a renaissance, according to Johnson. He estimates doll sales will increase by 10 percent this year, outpacing a 3.5 percent increase for the overall toy industry.

Mattel’s DC Super Hero Girls, for example, are hard to find and selling at a 50 percent premium on eBay, Johnson said. 

Mattel’s stock, which has risen 25 percent this year, was down 1.14 percent to $33.53 before the release of earnings.