JOHANNESBURG: Barbie dolls are experiencing a buying frenzy in South Africa as the “Barbie” movie mania sweeps the country, leading to a surge in toy sales and excitement among both children and adults.
The iconic Barbie toy, recognized for its blonde hair, blue eyes, and pink clothing, has been a beloved household name in the southern African nation for decades. However, in recent weeks, interest in Barbie has reached new heights with the release of the “Barbie” movie.
Toys R Us, the global toy retailer, reported a remarkable 30 percent increase in Barbie sales with the movie’s opening last weekend. At a toy store in an upmarket suburb of Johannesburg, a vibrant pink display wall adorned with Barbies and dollhouses welcomed customers, and store workers noted a significant increase in customer footfall.
The Barbie craze has captivated people of all ages, with Barbies in various skin tones witnessing strong sales. Hylton Bannon, managing director at South African toy store chain Toy Kingdom, revealed that the surge in sales included not only little girls but also adults who are collectors. Last week, Barbie sales at Toy Kingdom were twice as high as the same period last year.
“Kidults,” nostalgic adults seeking comfort and reconnecting with their inner child through toys, constitute a growing segment of the market, as pointed out by Catherine Jacoby, the local marketing manager for Toys R Us.
Historical Background of Barbie
Barbie, initially unveiled by Mattel in 1959, has since expanded its offerings to include dolls with diverse skin tones and body shapes. The first black Barbie doll was introduced in 1980 and has consistently performed well in South Africa.
The “Barbie” movie, starring Margot Robbie and Ryan Gosling, made an impressive debut at the North American box office, generating $155 million in ticket sales over the opening weekend. The South African premiere in Johannesburg witnessed a star-studded event attended by influencers and celebrities dressed in various shades of pink, creating a social media frenzy with photos taken in a dedicated Barbie box photo booth.
The combination of the movie’s success and the enduring charm of Barbie has ignited a Barbie buying spree across South Africa, with parents and collectors eager to get their hands on this iconic and beloved toy.
