Barbie
Fashion dolls
Mattel's flagship fashion doll and franchise, with dolls, playsets and collector lines for kids and adult fans worldwide.
Fashion dollsSince 1959
How it started
Mattel's own flagship doll.
1959the year it started
Mattel created Barbie and has sold the doll since 1959, building it into the lead brand of its Dolls category.
How big it is
How big is Barbie?
$1.20BBarbie gross billingsFY2025
$2.06BDolls category gross billingsFY2025
Its place in Mattel
One in five Mattel billing dollars.
19.8%of Mattel gross billingsFY2025
Barbie anchors Mattel's Dolls category and is one of the three power brands the company reports on its own.
Who it competes with
BBratzLLOL Surprise!DDisney Princess dollsLLEGO
What Mattel does not disclose
- Net sales of Barbie (Mattel reports gross billings only, before trade discounts)
- Barbie operating profit
- Units sold
- Revenue from Barbie films, licensing and experiences
The group behind itMattel
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Sources
Every number on this page comes from Mattel's own reports.
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