The pop icon returns to star in the world agenda and invigorates the market position of the company that produces Barbie.
The doll Barbie It is the main emblem of the American company matteldedicated to the manufacture and distribution of toys. Although he is one of the world leaders in his sector, they recorded a progressive drop in their sales indexwith a negative peak in 2015: they invoiced less than USD 1,000 million for the sale of the iconic doll, when its annual average is around US$6.5 billion. However, the film released in our country this week seems to have transformed that trend.
According to the agency Bloombergthe actions of mattel reached their highest levels in almost five months, simultaneously with a sharp drop in the company’s retail inventories due to the smooth distribution for marketing. In addition, analysts point to increases in four indicators: sales of related toys, relevance of the brand in pop culture in the long run, license revenue brand and the utilities related to the rights for the filming of the film.
“It is likely that the revenue and profit problems of mattel continue into the second quarter, but the movie, along with revenue from the sale of related items or toys, could open the door for better-than-expected results in the second half”, they anticipated from the financial agency.
The company’s sales revenue would have down 19% year-on-year in the second quarter of the year, running out of earnings, but immediate prospects are for income of US$ 14,000 million in six monthsmore than double its annual average.
The brand effect can also be taken advantage of by the company, since Barbie repositioned itself as pop icon globally without age limits, causing immediate consequences on social networks: it is a trending topic in social networks and it is the most searched word in the market place.
The film had its global premiere this month, after a realization that cost US$145 million and brought together two of the actors with the greatest projection today (margot robbie and ryan gosling) with the award-winning filmmaker Greta Gerwig. In ticket sales alone, the film has already recovered almost half of its investment, with US$70.5 million. In Argentinathey saw her 503,000 people in two days.
Source: Ambito
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