Mattel properties Barbie and Hot Wheels named global leaders by NPD

Published on: 29th January 2021

Mattel’s Barbie brand was named the 2020 top global toy property of the year by the NPD Group, while Hot Wheels Singles was recognised as the 2020 global top-seller.

As the brand is named the top global toy property of the year, Barbie is continuing its journey to represent global diversity and inclusivity in the fashion doll aisle with a new Fashionista line-up, including Ken in a wheelchair, Ken with rooted hair reflecting an afro and Barbie with lighter skin with vitiligo. The brand is also rolling out new product packaging that includes a reusable bag to carry the dolls and improve portable play. In the UK, the new dolls are available nationwide from February.

Since its inception, the Barbie Fashionistas line has introduced more than 175 looks, offering a variety of skin tones, eye colours, hair colours and textures, body types and fashions to choose from. Barbie has created new ways of engaging consumers through new product innovation, cultural relevance, digital dialogue and the celebration of female role models. In 2020 the brand also honoured frontline healthcare workers and furthered its mission to inspire the limitless potential in every girl through the Barbie Dream Gap Project initiative.

“As Barbie accelerates to new heights as the No.1 global toy property and holds as the No.1 fashion doll property, the message is clear that the Barbie brand is more relevant than ever,” said Lisa McKnight, senior VP and global head of Barbie and dolls, Mattel. “As the most diverse fashion doll line on the market, we take great responsibility in better reflecting the world around us and know there are many positive benefits to exposing children to dolls with different skin tones, hair types, abilities and more. We are proud to offer an even wider range of diverse choices with the latest Barbie Fashionistas line so more kids see themselves reflected in our doll line.”

Mattel’s Hot Wheels Singles 1/64 assortment was also recognised by NPD as the global top-selling toy of the year.

“We are honoured to have our power brands Barbie and Hot Wheels recognized in such an unprecedented year,” said Ynon Kreiz, chairman and CEO, Mattel. “This is a testament to our mission to create innovative products and experiences that inspire, entertain and develop children through play. All of us at Mattel are proud that parents trust us, and we are particularly excited that children and families chose our quality products again and again in 2020.”

In the US, NPD also ranked Mattel in 2020 as the No.1 manufacturer for the 27th consecutive year. In addition, the Barbie Dreamhouse was the No.1 toy item industrywide. Fisher-Price was the No.1 manufacturer in the infant toddler pre-school super category, Uno was the No.1 item in the games and puzzles supercategory, and Star Wars The Mandalorian The Child 11-inch plush was the No.1 selling item in the plush super category.

“Barbie is more than a doll, she is a pop culture icon. She has proven her staying power by remaining both timeless and timely, continuing to lead and reinvent the fashion doll category,” added Richard Dickson, president and COO, Mattel. “Similarly, Hot Wheels continues to innovate and create iconic brand experiences that transcend generations, with a system of play that embodies the challenger spirit on which the brand was founded more than half a century ago.”






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