We’ve been told that GoldieBlox can’t survive in mass stores next to Barbie. Convention says that engineering toys for girls are a “niche” for the affluent, and for the internet.

With President Trump warning that his tariff policy may cause the price of toys to spike, a Barbie that cost $10.49 on April 16 is now selling at Target for $14.99.

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In 2022, Mattel’s share of the $7.6 billion dolls category was 26%, per Circana. As of November 2023 – months after the film’s release – the company’s share of dolls jumped to 33%.

Toys aren’t just child’s play. Mattel, Lego and others find ‘kidults’ bring in big business Barbie collector Azusa Sakamoto is photographed in her West Hollywood home.