Toy craze continues! Toymaker Mattel's online sales increased 58% in the first quarter

According to the latest news, Barbie's manufacturer Mattel achieved net sales of $874 million in the first quarter , a 47% increase over last year . E-commerce sales increased by 58 % in the first quarter , creating the strongest first quarter in six years .

As the world's largest toy brand manufacturer, Mattel's overall net sales and total revenue in North America increased by 67% in the first quarter. Its total revenue from Barbie and Elves series increased by 68% . But for Mattel , its killer weapon is not just toys and Barbie.

Its "Jurassic World" has also received good market expectations , coupled with the toy boom that lasted from 2020 to 2021 - the surge in toy sales during the COVID-19 pandemic . According to data, sales of the toy category increased by 16% in 2020 , mainly games and puzzles, dolls and action figures, and outdoor game products.

Mattel's American Girl dolls , Hot Wheels cars , giant building sets and Uno card games are all popular products .

Mattel CEO Ynon Kreiz said Mattel's second quarter will also have a very good start because the upcoming Easter week can reduce the impact of ocean freight and some material price increases to a certain extent .

In fact , offline toy sales were not optimistic at the beginning of the epidemic . Research by Kidz Global showed that 52% of American parents would spend more money on holiday gifts in 2020. Therefore, Mattel performed particularly strongly in the fourth quarter of last year , creating the best holiday sales record in four years .

The continued growth in sales in the first quarter of this year shows that the demand for toys is still continuing . Now that the physical economy has begun to reopen , demand in retail stores has rebounded, but Mattel's e-commerce business grew by more than half in the first quarter , indicating that the momentum of online purchases is still strong.

According to data, global revenue from dolls and sales of action figures, building sets, games and other items increased by 69% year-on-year. The toy market is still very hot, and STEM educational toys and summer seasonal toys are also the hot-selling toy types on Amazon recently.

E-commerce