Mattel CEO Says Barbie Should Return to Growth in 2027 -- Market Talk

Dow Jones

03/13

1224 ET - Mattel expects Barbie to return to growth next year, following several years of lagging sales. "We're doing a lot of work around Barbie," CEO Ynon Kreiz says at the UBS Global Consumer and Retail Conference. He adds the toymaker is confident these efforts will pay off, beginning in 2027, given the overall strength of the brand. Barbie remains one of Mattel's largest and most influential brands, generating about $1.2 billion in gross billings last year. But demand has cooled following the blockbuster "Barbie" movie in 2023. Gross billings declined 11% last year after a 12% drop the prior year. Analysts have previously said that when Barbie struggles, it becomes difficult for Mattel's broader performance to offset the weakness. (connor.hart@wsj.com)

(END) Dow Jones Newswires

March 12, 2026 12:24 ET (16:24 GMT)

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He adds the toymaker is confident these efforts will pay off, beginning in 2027, given the overall strength of the brand. Barbie remains one of Mattel's largest and most influential brands, generating about $1.2 billion in gross billings last year. But demand has cooled following the blockbuster \"Barbie\" movie in 2023. Gross billings declined 11% last year after a 12% drop the prior year. Analysts have previously said that when Barbie struggles, it becomes difficult for Mattel's broader performance to offset the weakness. 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He adds the toymaker is confident these efforts will pay off, beginning in 2027, given the overall strength of the brand. Barbie remains one of Mattel's largest and most influential brands, generating about $1.2 billion in gross billings last year. But demand has cooled following the blockbuster \"Barbie\" movie in 2023. Gross billings declined 11% last year after a 12% drop the prior year. Analysts have previously said that when Barbie struggles, it becomes difficult for Mattel's broader performance to offset the weakness. ","collect":0,"end_time":0,"defaultTopTitle":"","property":[],"viewcount":null,"language":"en","relate_stocks":{"MAT":"美国美泰公司","BK4190":"消闲用品"},"translate_title":"美泰首席执行官表示芭比娃娃应在2027年恢复增长——市场讨论","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"MAT":1.5},"content_text":"1224 ET - Mattel expects Barbie to return to growth next year, following several years of lagging sales. \"We're doing a lot of work around Barbie,\" CEO Ynon Kreiz says at the UBS Global Consumer and Retail Conference. He adds the toymaker is confident these efforts will pay off, beginning in 2027, given the overall strength of the brand. Barbie remains one of Mattel's largest and most influential brands, generating about $1.2 billion in gross billings last year. But demand has cooled following the blockbuster \"Barbie\" movie in 2023. Gross billings declined 11% last year after a 12% drop the prior year. 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