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Barbie Sales Soar Amidst Movie Frenzy in South Africa
Barbie, the iconic toy known for its signature features, has been a household name in southern Africa for decades. However, in recent weeks, interest in Barbie sales has soared as reported by East Coast Radio.
According to Catherine Jacoby, the local marketing manager for Toys R Us, Barbie sales surged by 30 percent with the movie’s opening over the weekend.
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A toy store in an upmarket suburb of Johannesburg prominently displayed Barbie dolls and dollhouses on a grand, pink wall, attracting a flurry of customers, as store worker Anna Mkhize humorously noted.
The craze for Barbie has transcended age groups, with strong sales seen across Barbies in all skin tones. Hylton Bannon, managing director at Toy Kingdom, revealed that not only are little girls showing interest, but adults are also avid collectors. Last week’s sales were twice as high as the same period last year.
“Kidults,” described by Catherine Jacoby, are nostalgic grown-ups who buy toys for comfort and reconnect with their inner child. This segment of the market is growing.
Barbie’s history has been enriched over the years, with Mattel introducing dolls in various skin tones and body shapes. The first black Barbie doll debuted in 1980 and has consistently performed well in South Africa.
The movie “Barbie,” featuring Margot Robbie and Ryan Gosling, had a remarkable debut at the North American box office in 2023, grossing $155 million over the weekend.
Influencers and celebrities attended a South African movie premiere in Johannesburg donned in different shades of pink, generating excitement on social media as they captured moments in a dedicated Barbie box photo booth.
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Photo: Facebook / @Barbie
