The ‘Barbie’ movie’s global box office success has had a significant impact on Barbie toy sales in the US, which saw a 25% increase for the combined months of July and August compared to the same period last year, according to data from Circana. The film’s triumph, including the largest opening weekend of 2023 and its status as the highest-grossing movie in the domestic box office this year, has boosted demand for Barbie products. Mattel, the maker of Barbie toys, plans to capitalize on this success by expanding the Barbie brand with a wide range of related products and partnerships, although sustaining this momentum beyond the movie’s release remains a challenge for the company in the future.

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