Mattel Could Make $100 Million or More From the Success of ‘Barbie’

Mattel, the toy company behind the creation of Barbie, could stand to make $100 million should the film hit $2 billion in box-office sales, according to people familiar with Mattel and Warner Bros.’s partnership and who spoke to the New York Times. 

The film, released on July 26, has so far made $1.38 billion in global sales, Box Office Mojo figures show. 

So far, Mattel and Warner Bros. have been tight-lipped on the financial terms of the partnership, but insiders told the Times that Mattel earns 5% of the movie’s box-office earnings, along with a share of future profits as a producer, plus extra income from owning the intellectual property rights of Barbie. 

Mattel's recent earnings report didn't include Barbie-related figures, despite discussions during the earnings call centering on the movie's success. 

Ynon Kreiz, Mattel’s chief executive, said during the July earnings call that merchandise tied to Barbie had completely sold out across its distribution networks, indicating strong demand for the movie’s products.

Some of its movie-themed dolls, such as Barbie In Inline Skating Outfit, are selling for nearly $90 a pop at retailers like Walmart, according to Mattel’s website. Other dolls, including a Ken Doll that features a pastel striped beach two-piece, are selling for about $25 dollars on Mattel’s website, as well as Walmart and Amazon.  

Kreiz praised the film as a “milestone moment,” the Times reported.

The film’s initial trailer was released on Dec. 15. Since then, Mattel’s stock has rallied by about 29 percent, from $17.09 to roughly $22 on Thursday.