With ‘Barbie-core’ reigniting nostalgia with parents and grandparents, and reaching new audiences, our industry experts looked at why Barbie has stood the test of time, and how the Mattel doll impacts consumer behaviour in buying toys and influences fashion trends.
Barbie was first created in 1959 by Ruth Handler, Mattel’s co-founder. Rosie Marshall, Head of Toys and Children’s Gifts said “Barbie is a generational product - grandparents and parents often remember playing with them. Toys have adapted over the years but essentially remain the same and people can relate to that part of their childhood.”
She continues “I had a Barbie when I was younger, one with a glow in the dark dress! The film has brought the Barbie out in everyone, rekindling memories while appealing to modern audiences.”
The film highlights Ken in a new light, which could increase demand for Ken dolls and their accessories from new audiences. Rosie says “Ken has always proved popular but the film and Mattel’s focus on exclusivity and diversity will only increase the demand.”
With stories of stores selling out of Barbie toy products, it has also had a huge impact on fashion.
Karen Almond, Director of Fashion, Toys and Sports stated “I don’t remember a toy influencing fashion trends to such an extent as the Barbie movie. The Frozen movie was very influential on Kids fashion but Barbie seems to have crossed generations with the focus on pink. My daughter is getting married in September and the bridesmaids have chosen bright pink for their dresses!”
Miah Orme, Junior Category Manager, Fashion, agreed “Fashion outfits or collabs from films and TV have always had “fad” trends – 80’s for Stranger Things, Legally Blonde, Cruella, The Matrix, The Little Mermaid (they recreated her necklace in Zara), and Harley Quinn – but nothing has ever hit high fashion in such a way, especially as such a long standing trend.
The Barbie team have done a lot of work with Chanel, Versace and Valentino for the film and press. Usually influences on fashion such as this mainly hit the High Street with Primark and H&M, so to see this starting at the top of catwalks is very impressive!!”
So, what does the team say are the Barbie ‘must haves’ for consumers?
Rosie has said that “Whilst the Dreamhouse is amazing, it comes in at £349, so go for the Career dolls such as the scientist, space discovery, and nurse dolls”
And whilst you can purchase Barbie branded clothing, and ‘Kenergy’ outfits, Miah and Karen have some hot tips for getting the Barbie look.
Miah says “I am OBSESSED with the sparkly Zara dress and shoes – just like in the film! Also, I think the power suit has well and truly become a wardrobe staple, so even better in Barbie pink!! But of course, how could we also not mention the First Avenue pink pieces from our SS24 collection.”
For Barbie related fashion Karen said “pink suits have been on trend for a while now and look great with a white T shirt and trainers. An easy way to add pink to your outfit is a T shirt or shoes or accessories.”
Contributors:
AIS - The Toy Buying Experts
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