Barbie sales by year worldwide 2012-2025| Statista

Gross sales of Mattel's Barbie brand worldwide from 2012 to 2025 (in million U.S. dollars)

Characteristic	Gross sales in million U.S. dollars
2025	1,204.1
2024	1,350.1
2023	1,537.8
2022	1,490.6
2021	1,679.3
2020	1,350.1
2019	1,159.77
2018	1,088.95
2017	954.89
2016	971.8
2015	905.9
2014	1,009.5
2013	1,202.8
2012	1,275.3

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Release date

2026

More information

Region

Worldwide

Survey time period

2012 to 2025

Supplementary notes

The figures have been taken from several publications by the source.

Release date is the date of data access.

Citation formats

In 2025, Mattel's Barbie brand generated gross sales amounting to about 1.2 billion U.S. dollars, a drop compared to the 1.35 billion U.S. dollars of the previous year. The brand's gross sales peaked in 2021.

Come on, Barbie

Since the launch of Mattel’s Barbie fashion doll in 1959, Barbie has become a cultural icon in America and around the world. The commercial success of Barbie has allowed Mattel to become one of the most valuable toy brand worldwide. Although a truly worldwide phenomenon, a considerable proportion of Mattel’s sales come from America and Canada. A look at the gross sales of Mattel by region shows that over half of Mattel’s revenues are generated in the North American region.

Hot Wheels

Another one of Mattel's most lucrative brands is Hot Wheels. Introduced back in 1968, these scale model cars and track sets are still very popular today. In 2025, Mattel's Hot Wheels brand generated over 1.7 billion U.S. dollars' worth of gross sales. In the past five years, Global Hot Wheels sales have grown consistently.