{"id":38824,"date":"2023-07-21T17:57:15","date_gmt":"2023-07-21T21:57:15","guid":{"rendered":"https:\/\/ifintechworld.com\/markets\/its-the-summer-of-barbie-how-that-could-revitalize-mattel-stock\/"},"modified":"2023-07-21T17:57:17","modified_gmt":"2023-07-21T21:57:17","slug":"its-the-summer-of-barbie-how-that-could-revitalize-mattel-stock","status":"publish","type":"post","link":"https:\/\/ifintechworld.com\/?p=38824","title":{"rendered":"It\u2019s the Summer of Barbie. How That Could Revitalize Mattel Stock."},"content":{"rendered":"
\n

This weekend\u2019s Barbie <\/em>movie premiere has turned the world hot pink.\u00a0<\/p>\n

Franchise fans are flooding theaters Friday to tune in to one of the year\u2019s most anticipated blockbusters. Barbie pop-up cafes, brand collaborations, and social media stickers have captured consumers. <\/p>\n

\n

Analysts expect the Warner Bros. (ticker: WBD) project to bring in upward of $90 million during its opening weekend. If the film\u2019s success at the box office comes anywhere close to matching its marketing hype, analysts say it could kick-start a new era for Barbie-parent
\n Mattel
\n (ticker: MAT).<\/p>\n

That\u2019s because the toy maker behind nostalgic consumer brands like Barbie, Polly Pockets, and Hot Wheels is currently developing 14 other films that will aim to replicate Barbie\u2019s cultural impact and anticipated financial upside. Mattel executives have made no secret of how important director Greta Gerwig\u2019s Barbie <\/em>movie is to launching their cinematic universe\u2014calling the film a \u201cmilestone moment\u201d for the company during a March investor meeting.\u00a0<\/p>\n

Chief Executive Ynon Kreiz joined Mattel in 2018 with a background in TV. He brought a vision for how Mattel could capitalize on monetizing its brands in the media industry, says UBS analyst Arpin\u00e9 Kocharyan.<\/p>\n

\u201cThe Barbie <\/em>movie is going to be the first litmus test of his strategy,\u201d Kocharyan said. \u201cHe understood, from the beginning, that stakes are going to be high, especially with a brand like this where, if something were to go wrong, it could backfire so meaningfully.\u201d<\/p>\n

Kocharyan says execution is everything when creating a film centering on Barbie, a decades-old American symbol that has faced criticism in the past for promoting unrealistic body image and overconsumption. <\/p>\n

Mattel has also been on the upswing recently, with toy sales soaring early in the pandemic as parents searched for ways to keep their children occupied. But at the start of this year, analysts were hesitant to forecast growth for the company\u2019s flagship brand because of\u00a0Barbie\u2019s controversial history and the massive pandemic sales boom.<\/p>\n

Then, a monthslong marketing blitz turned Barbie <\/em>into a cultural juggernaut, and Mattel\u2019s potential upside from the film ballooned. Its stock has gained 18% this year and has been steadily climbing this month\u2014up 20%\u2014 ahead of opening weekend. <\/p>\n

Mattel has also engaged in more than 100 Barbie <\/em>movie licensing deals to capitalize on consumer excitement for the film, including with well-known brands like Gap (GPS),
\n Crocs
\n (CROX), Forever 21, and Burger King. Barbie-licensed products should notch a sky-high profit margin for Mattel, with some analysts pegging it as high as 95%. Kocharyan expects the company to bring in at least $130 million in royalties from Barbie <\/em>consumer product deals, which could boost earnings per share.<\/p>\n

Consumer product success from the film could cast a halo effect on Mattel. There is a sign of Barbie fever among some adults, who are showing support with flamenco pink moviegoing outfits and countless social media posts. The film\u2019s ability to capture older audiences could carry Mattel products through the holiday season, says Morningstar analyst Jaime Katz.<\/p>\n

\u201cBarbie has been around since the \u201960s, so everybody has grown up with it. It doesn\u2019t matter what generation you are, whether you\u2019re a boomer or millennial, there\u2019s a lot of touch points on it,\u201d Katz said. \u201cAnd at the end of the day, the adults are the ones who are going into the store and purchasing the toy items.\u201d<\/p>\n

Mattel already expects the Barbie movie to boost sales for the rest of the year, says D.A. Davidson analyst Linda Bolton Weiser. She, however, doubts the company will beat its own\u00a0<\/em>second-half guidance, even with Barbie<\/em>\u2019s popularity, and doesn\u2019t expect the film to boost Mattel\u2019s earnings.<\/p>\n

Perhaps more important, there is a long-term opportunity to solidify Barbie\u2019s positive cultural reception and grow brand loyalty from the film\u2019s success, Weiser said. Barbie products have not always been positioned correctly in the market, she notes\u2014and Mattel hasn\u2019t been immune to fumbles that left some consumers a negative perception of the doll. Now, with interest especially high, all eyes will follow how Mattel capitalizes on Barbie\u2019s cultural resurgence, Weiser said.<\/p>\n

Regardless of what\u2019s next for the franchise, the Barbie <\/em>film has already unlocked the dream house doors for millions of fans. <\/p>\n

Write to editors@barrons.com<\/p>\n<\/p><\/div>\n<\/div>\n

Read the full article here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

This weekend\u2019s Barbie movie premiere has turned the world hot pink.\u00a0 Franchise fans are flooding theaters Friday to tune in to one of the year\u2019s most anticipated blockbusters. Barbie pop-up cafes, brand collaborations, and social media stickers have captured consumers. Analysts expect the Warner Bros. (ticker: WBD) project to bring in upward of $90 million […]<\/p>\n","protected":false},"author":1,"featured_media":38825,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"gallery","meta":{"footnotes":""},"categories":[241],"tags":[83],"class_list":["post-38824","post","type-post","status-publish","format-gallery","has-post-thumbnail","hentry","category-markets","tag-featured","post_format-post-format-gallery"],"yoast_head":"\nIt\u2019s the Summer of Barbie. 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