Retailers tickled pink by Barbie bonanza and all things pink
Barbie is quickly racing past $1bn in global ticket sales and has triggered an Australian retail bonanza for Barbie merchandise and anything pink.
Under-pressure retailers are jumping aboard the Barbie bandwagon to sell everything from traditional Barbie dolls to pyjamas, perfume, smartphone cases and even a pink Barbie hamburger, as the movie of the year turns into the retail sensation of the year.
The Barbie blockbuster has shocked even veteran Hollywood studio executives as it amasses global ticket sales of $US775m ($1.16bn) in just its initial few weeks of opening, and it’s a consumer wave that retailers are keen to surf as they fill their shops, online catalogues and store windows with official Barbie merchandise – or anything pink.
For Australia’s $400bn retail sector, the runaway Hollywood hit starring and co-produced by Aussie actor Margot Robbie is emerging as a handy sales driver just at a time when cost of living pressures, rising interest rates and skyrocketing rents are squeezing household budgets.
In fact, Barbie was a ‘retail hit’ well before it was a ‘movie hit’ thanks to the steady build up of hype and publicity around the film months in advance of its global cinema release and shrewd deals done by Mattel, the maker of Barbie, which signed more than 100 branding and merchandising licences.
Google searches for the term “Barbiecore” have gone up 335 per cent worldwide since May.
Retailers locked out of selling official Barbie merchandise are cosying up to the Barbie blitz too, with even suburban op shops decorating their store windows with pink fashion and clothing to lure in customers and movie fans.
Coles general manager for non-food, Debra Galle, said sales of its Barbie range of products were as much as 40 per cent above expectations as customers swarmed the supermarket aisle for Barbie branding.
“Coles launched a special edition Barbie range at more than 750 supermarkets last Wednesday and much like the incredible popularity of the movie, our customers are tickled pink by the range.
“Sales are strong, 40 per cent better than expectations. Our best-selling products so far are the Barbie drink bottles and gift box mugs,” Ms Galle said.
“We have the traditional favourites in store like Barbie dolls and accessories, drink bottles, mugs, fleece throws, toothbrushes, press on nails, bandages, super sticker books, tumblers and snack plates.”
Belinda Slifkas, general manager for childrenswear and toys at national department store Myer said Barbie has been immensely popular across its store network. The department store has also featured Barbie in its iconic Myer windows in Melbourne’s CBD.
“So whether it is the Barbie Corvette or Barbie in her iconic pink and white dress, we have seen the key icons from the film as our key bestsellers.
“We have really got into the spirit of it, creating some great in-store experiences with Barbie windows at Myer Melbourne and in store pop ups in both our Melbourne and Sydney stores.
“Customers were able to strike a pose in Barbie’s iconic Corvette car, as well as be able to walk along the pink carpet, or have a dance in the Barbie disco, and the kids enjoyed free colouring books to use at our colouring areas.
“We are also seeing across other categories, like womenswear, a noticeable increase in the sale of pink clothing and accessories, which is related to the popularity of the film.”
Even hardware chain Bunnings, not really a retailer you would associate with Barbie, is playing up its ‘Barbiecore’ credentials by featuring its pink paints, pink tools and other pink items on its social media channels.
Callum Smith, chief merchandise officer for Kmart Group, which includes Target, said in the toys space the retailer had seen a real increase in Barbie popularity in the last few weeks, with many of the dolls and products related to the movie flying off shelves.
Its licensed Barbie T-shirt were selling out, he added, while pink clothing was also enjoying the rising tide of popularity for the movie.
“The spotlight that Barbie has put on dolls has even translated to our great range of ANKO (Kmart in-house label) fashion dolls and accessories, which are seeing an increase in popularity in the last few weeks as well.
“Our new Barbie licensed T-shirt range is selling out all over the country, with pink clothing across our entire women’s range being massively popular as customers embrace that classic Barbie look and feel.
“Similar trends are also being seen across Target stores, where there has been a strong increase in Barbie popularity and sales when compared to last year. Barbie has become among the highest ranking doll brands in Target stores and also one of the fastest growing, which is a true testament to the Barbie love customers have been showing in response to the movie.”
The Just Group, whose retail fashion banners include Just Jeans, Dotti, sleepwear outfitter Peter Alexander and stationery store Smiggle, has embraced the Barbie theme and all things pink.
“Barbie has reminded us that pink never goes out of fashion, and it's beautiful to see this colour lighting up shopfronts all over the country. From our littlest customers discovering Barbie for the first time to the big kids caught up in the Barbie nostalgia, it seems like everyone is enjoying Barbie mania,’’ said a Just Group spokeswoman.
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