Mattel Targets D2C Opportunity as Barbie Fever Supercharges Doll Sales

It has been a good year for Mattel, and the toy giant is looking to capitalize on the recent surge in enthusiasm to drive digital and direct-to-consumer (D2C) sales.In a presentation shared with analysts Wednesday (Feb. 7) accompanying the company’s fourth quarter and full-year 2023 earnings report, Mattel shared that it benefitted significantly from the popularity of the Barbie movie, noting that the iconic toy became the best-selling doll property around the world and the second-most popular toy property ...