Barbie: how the film can help Mattel earn almost $ 1 billion in 2023, beyond movie theaters

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Company, which owns the brand and the entire Barbie universe, should earn millions with licensing royalties, as dozens of companies want to surf success with products inspired by the doll. Barbie should generate almost 1 billion dollars for Mattel inside and outside the movie theaters The feature inaugurates the era of live action films from Mattel, which has already announced plans to become a “cinematic universe”, in the style enshrined by Marvel. Obviously, the toy brand that designed the most famous doll in the world does not just aim at the box office. As happened with Marvel, the release of the film takes another old way of making money with the character to a new level: the licensing of Barbie products. The model allows other companies — from the most diverse segments, ranging from clothing to food — to use the “Barbie” brand to develop promotional products linked to it, for a limited time. In July alone, Mattel announced a partnership with eight Brazilian brands. Since the beginning of the year, however, there have been dozens more and a few more may come after the release of the film. Margot Robbie, protagonist of ‘Barbie’, at the premiere of the film. Mike Blake/Reuters READ ALSO Understand why the trailer for the movie ‘Barbie’ was banned for days from being shown in Brazil by Conar Obsessed with Barbie, fans flaunt collections, decor worth R$ 200,000 and pink houses Barbiecore: o what it is and how to adhere to the style that praises Barbie’s hot pink Reinforcement at the checkout How product licensing works. Arte g1 Mattel’s expectations are not modest for the impact of the new hot pink universe on the company’s results. Projections for 2023 are for an annual profit of up to $950 million in 2023, boosted, of course, by the film’s release. By way of comparison, this would be a result almost three times greater than that of 2022. Last year, the toy manufacturer’s net profit was US$ 394 million, a drop of 56% compared to 2021. And this drop already it had been gradually observed since the beginning of the 2010s, when toys began to be, little by little, replaced by digital games and other technologies. The expectation for the success with Barbie and the licensing is such that, in addition to the nearly billionaire profit projections this year, the company’s president, Richard Dickson, has already told several international vehicles that Mattel must continue investing in its cinematographic universe and sources claim that there are already about 45 other movies on the radar. The mission will not be easy: in the first quarter of 2023, the company had a loss of just over US$ 106 million, at a time when, despite the euphoria of the public for the movie “Barbie”, the results did not show up. g1 tried to contact Mattel, but the company reported that it cannot open its billing or revenue expectations with the film and all licensing because it is in a quiet period – a period in which companies listed on stock exchanges cannot provide information. to the press as they are close to the release of quarterly results. Who buys the licensing also wins The brand licensing strategy works so well until today precisely because it does not only benefit the company that is licensing, but also those that acquire the licensing. C&A Brasil, for example, renewed its partnership with Mattel especially for the time of the film. Mariana Moraes, the retailer’s marketing director, says that the company launched a collection with 30 different models and more than 60,000 pieces — women’s, men’s, adults and children’s — inspired by the film’s universe. Part of the items has already sold out and there is a demand for replacements, according to the executive. The demand even comes from people of all ages. “All subjects related to the entertainment industry and that generate emotional connections with its fan base are accepted and sought after in our stores. all ages. That’s why we teamed up with Mattel”, explains Mariana. OPI, Wella Company’s brand of nail products, has developed a collection of nail polishes inspired by the film. According to its director of marketing and education, Ana Paula Fischer, the company already projects that this licensing will generate one of the highest revenues achieved by the company with partnerships of this type — if not the highest. “The collaboration between two brands usually aims to take advantage of the synergy and recognition of both to boost sales. This partnership can bring significant benefits and help boost our financial performance”, points out Ana Paula, who highlights that, with the collection , OPI aims to reach new audiences, riding on the success of the film. The euphoria for Barbie was such that even companies from sectors that would have nothing to do with the universe of the doll ran after licensing. Biscoitê, for example, developed a cappuccino and pink cookies, in addition to collectible packaging, to be part of the “Barbie Dreamhouse” experience (or “Barbie’s House”, in translation) at the JK Iguatemi shopping mall, in São Paulo. Paul. A priori, the project would be punctual only for the event, but, with the high demand from the public, the company decided to expand the production and sales places of the licensed products. “We cannot disclose billing and volume, but there are thousands of units that are running out quickly. It is a success that not even the most optimistic could imagine. We sold a lot in the first days and some products and prints have already run out”, comments Raul Matos, founder and president of the biscuit company. Famous brands and several businesses in Brazil surf the pink wave of the Barbie movie Running outside Those who did not adhere to the licensing, by choice or necessity, also take a little cone of the pink furor brought by the release of “Barbie “. A quick tour of shopping malls and other commercial centers shows that shopkeepers of all sizes bet on shop windows inspired by the most famous doll in the world. Even without licensing, brands painted their social networks and e-commerces pink. Entrepreneurs also take advantage of what they can and with unthinkable examples, such as the production of pink acarajés in Bahia. At a time of lower consumption in Brazil and around the world, few retailers dared to turn a blind eye to “Barbiemania” products. Now, it is waiting to see if the film’s success, inside and outside the movie theaters, will really reflect in the results of the creator Mattel.

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