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  • Barbie sales have soared in the pandemic, its worldwide gross billings up 19% in the fourth quarter.
  • The results reversed a years-long slump in sales.
  • They also followed the brand’s efforts to diversify its product and marketing.

When the world went into lockdown in March 2020, Roshni Mahtani Cheung worried about the psychological toll on her 4-year-old daughter, who was feeling isolated with no one to play with. So she incorporated Barbie into her daughter’s homeschool curriculum.

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