Barbie sales up by 30% over the weekend, but most SA kids still can’t afford one

Toy retailer Toys R Us has reported a significant 30% increase in Barbie Doll sales following the release of the Barbie movie.

The film made history with a record-breaking opening weekend, capturing the attention of Barbie enthusiasts across the country.

According to Catherine Jacoby, Marketing Manager at Toys R Us, the impact of the movie has been strongly felt in the demand for collectable Barbie toys.

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110 variations

“We currently boast an extensive collection of 110 Barbie doll variations, spanning a diverse range of themes, including fashion, beauty, signature, accessories, estate, and clothing lines. These offerings have been in heavy demand across our 60 stores in the country,” Jacoby said.

Currently, Barbies available at the store range in price from R280 to R1400. However, this pricing structure has raised concerns as it may exclude a significant portion of children from poorer South African families, considering these dolls to be too expensive.

Jacoby said the retailer is actively collaborating with Mattel South Africa to address this issue by curating a diverse and attractive range of Barbie products, offering options at various price points to cater to a wider audience.

Kidults

Jacoby also reported the rise of ‘Kidults,’ a growing trend among young adults seeking nostalgia in their childhood toys, has played a significant role in this boost. “For many, collectible toys have become a source of comfort and a means to reconnect with cherished memories from the past,” she said.

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“The so-called generation Z or ‘kidults’ are fueling the rapid increase in collectible toys, which are fast becoming big business. With this surge in demand, opportunities abound for us as a toy retailer to expand our existing ranges and offer more exploration in the collectible category. This is especially true for Barbie, who, at 64 years old, continues to hold a special place in consumers’ hearts.”

The Barbie movie’s launch has undoubtedly been instrumental in stimulating customer buying decisions across all age groups. Trends in collectibles are often driven by the release of film franchises, and Barbie sales have been example of this, Jacoby added.

She said that Barbie remains one of the most significant brands for Toys R Us.