Mattel Reports 9% Drop in Barbie Sales Amid Shift to New Trends

Mattel reported Thursday that Barbie sales fell 9% in the company’s most recent quarter. This marks the third consecutive period of decline and the ninth downturn since the release of the 2023 film starring Margot Robbie.

Circana data shows overall doll sales dropped 4.6% in the first half of 2026. Other product categories, including games and squishy toys, gained market share during this time. Seaport Research noted that Barbie had previously driven growth for Mattel in 14 of the 18 quarters since 2019.

Gerrick Johnson, a toy analyst at Seaport Research, stated that the choice to cast Margot Robbie reinforced the blond hair and blue-eyed stereotype Mattel had worked to overcome. He observed that the company had previously addressed parent complaints by introducing dolls with a wider range of body types, skin tones, and hair colors.

Mattel’s total doll sales rose 4% to $703 million in the same period. This growth was driven primarily by merchandise from the KPop Demon Hunters series. The line, inspired by a hit Netflix show, has been selling out in online and physical stores.

The Barbie film generated nearly $1.5 billion at the box office and more than $150 million in related product sales. That initial surge in demand for the 67-year-old doll has since faded. Consumers now favor squishy toys, such as NeeDoh, along with slime, plush items, and games.

The El Segundo, California-based company indicated that the new Demon Hunters merch offset the decline in its legacy brand. Retail experts identify squishy toys as the current top sellers in the toy aisle.