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Barbie: the staggering numbers behind the brand revealed

Hi, Barbie! Inside the multibillion-dollar brand
Barbie dolls and merch: over $1 billion (£790m) annually
Barbie dolls and merch: over $1 billion (£790m) annually
Barbie dolls and merch: over $1 billion (£790m) annually
Barbie dolls and merch: over $1 billion (£790m) annually
The live-action movie: $1.4 billion (£1.1bn)
The live-action movie: $1.4 billion (£1.1bn)
The live-action movie: $1.4 billion (£1.1bn)
Barbie
Barbie ranks among the world's most powerful women
Mattel plots its cinematic universe
The animated projects: over $695 million (£545m)
The animated projects: over $695 million (£545m)
The animated projects: over $695 million (£545m)
Video Games: over $14 million (£11m)
Video Games: over $14 million (£11m)
Video Games: over $14 million (£11m)
Books and magazines: over 400 published
Books and magazines: over 400 published
Social media and YouTube
Social media and YouTube
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David Benito/Getty Images

Hi, Barbie! Inside the multibillion-dollar brand

There's no doubt about it – Barbie is one of the most famous toy brands in the world, beloved by kids and adults around the globe. According to Mattel, the company behind the doll, Barbie is sold in 150 countries and has a product range that spans over 50 categories, including clothing, fitness, and even food. 

2023's live-action movie saw the Barbie brand scale new heights, with the iconic doll even earning a coveted spot on Forbes' 2023 list of the world's most powerful women. In light of the doll's massive year, read on to discover the incredible numbers behind the brand.

All dollar amounts in US dollars. 

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Danielle McAdam

11 March 2024

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