What was behind Barbie’s big resurgence during the COVID-19 pandemic

Barbie dolls generated their best sales growth in two decades during the COVID-19 pandemic.

Recently written off by many as outdated and sexist, the toy that first launched in 1959 became a go-to item for parents during 2020.

“Toys were a really important part of 2020,” Jacinta Whitehead, Marketing Director at Mattel Australia & New Zealand, told Tom Elliott.

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