Toys R Us has seen a 30% growth in Barbie dolls sales since the pre-screening and premiere launch of Barbie this past weekend – and not just from the little ones.
The highly anticipated movie directed by Greta Gerwig made history with a record-breaking opening weekend as the whirlwind of cinematic excitement engulfed the world, shattering records and earning over R6 billion worldwide.
Also read: Barbie shatters box office records with global triumph
While the world has been turned pink, the influence of the film has had a significant impact on collectable Barbie toys, according to Toys R Us, who has also been turned pink by the sheer volume of sales.
‘We have an active stock keeping unit (SKU) count of 110 Barbie dolls covering all themes from fashion, beauty, signature, accessories, estate and clothing lines across our 60 stores nationwide,’ said Catherine Jacoby, the toy company’s marketing manager.
With the movie’s opening this weekend, Toys R Us saw a whopping 30% surge in sales.
‘Trends in collectibles are often driven by the launch of film franchises and the Barbie movie is no exception,’ said Jacoby. ‘The launch of this particular franchise has been key in stimulating customer’s buying decisions across all age groups.’
Interestingly, the past two years has seen increased growth in the massive toy market that has largely been driven by the rise of a new trend of audience, fondly deemed as ‘kidults’, she explained.
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This new trend emerged as a result of the surge in popularity of nostalgic toys that offer young adults a sense of comfort during difficult times as well as a means to reconnect with their inner child – a significant self-discovery practice that more and more young adults are engaging in.
Last year, Toys R Us launched a specialised focus on Fan Vault for the ‘kidult’ collectors, which includes a variety of collectible toys across many nostalgic categories from the 1950s to the 2000s.
‘We have five signature stores where the [Barbie Signature] range is merchandised in signature glass cabinet Barbie stands to ensure we are the first to market for our collectors,’ said Jacoby.
‘Although targeted at all ages, we have seen more and more collectors look to Toys R Us as new and exclusive ranges launch in South Africa.’
‘”Kidults” are now responsible for more than one quarter of toy sales globally,’ Jacoby added.
Collectable toys are becoming increasingly popular, especially among young consumers aged 15 to 25 and even upwards of 30 and 55 years of age.
‘Kidults’ made up of millennials and generation Z are fuelling the rapid increase in collectable toys, which Jacoby explains, are fast becoming big business.
In fact, the booming growth of the toy collectibles market is supported by better returns than gold, art and financial securities.
39-year-old, Justuis Pieterse Manefeldt from Table View, also known as the ‘King of Barbie’, has been collecting Barbie dolls, houses and accessories for nearly 15 years now and owns more than 2000 dolls worth R2 million.
Recent data suggests there is plenty of desire to buy in the ‘kidult’ marketplace, and with it comes a plethora of opportunities for toy retailers, such as Toys R Us, to expand its existing ranges offering further exploration in the collectible category – much like Barbie who is now 64 years old and still holds a place in the hearts of countless consumers.
Check out the Barbie movie range here.
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Picture: Toys R Us
