Mattel, Inc. enjoyed a wildly successful year in 2020, producing many of the top selling toy brands globally, and riding a large increase in toy spending during the pandemic to one of their best revenue years of all time.
As well, the definitive retail industry research company The NPD Group has now named Mattel’s Barbie brand as the 2020 top global toy property of the year, while Hot Wheels Singles 1/64 assortment was recognized as the global top-selling toy of the year.
In the United States, NPD also ranked Mattel in 2020 as the #1 manufacturer for a remarkable 27th consecutive year, and lauded the toymaker with several other honors. The Barbie Dreamhouse was the #1 toy item industrywide last year, and the Fisher-Price division was the #1 manufacturer in the infant toddler preschool super category. The card game UNO, which is celebrating its 50th anniversary this year, was the #1 item in the games and puzzles super category, and Mattel’s Star Wars The Mandalorian The Child 11-inch plush was the #1 selling item in the plush super category.
“We are honored to have our Power Brands Barbie and Hot Wheels recognized in such an unprecedented year,” said Ynon Kreiz, Chairman and CEO, Mattel. “This is a testament to our mission to create innovative products and experiences that inspire, entertain and develop children through play. All of us at Mattel are proud that parents trust us, and we are particularly excited that children and families chose our quality products again and again in 2020.”
While Mattel may drive innovation, it is also remarkable how iconic brands like Barbie and Hot Wheels have remained at the peak of toy brands for so many years..
“Barbie is more than a doll, she is a pop culture icon. She has proven her staying power by remaining both timeless and timely, continuing to lead and reinvent the fashion doll category,” said Richard Dickson, President and COO, Mattel. “Similarly, Hot Wheels continues to innovate and create iconic brand experiences that transcend generations, with a system of play that embodies the challenger spirit on which the brand was founded more than half a century ago.”
While Barbie has been on toy shelves for a very long time, the brand’s lasting popularity is a testament to how Barbie has kept up with the times, and continues to reflect the values of families and children today.
Barbie has created new and compelling ways of engaging consumers through new product innovation, cultural relevance, digital dialog, and the celebration of female role models. In 2020 the brand also honored frontline healthcare workers and furthered its mission to inspire the limitless potential in every girl through the Barbie Dream Gap initiative, which depicts positive role models like athletes, astronauts, and more.
In 2020, Hot Wheels continued to prove its enduring influence on car culture through legendary design and epic performance, while also creating compelling content, experiences and partnerships. The brand has engaged consumers on digital, as the #1 boys toy brand on YouTube, and through reimagined virtual experiences like the global Hot Wheels Legends Tour.