Bloomberg

Barbie's pandemic sales boom follows long revamp at Mattel

Mattel Inc. Barbie brand dolls in an arranged photograph on April 16, 2018. Foto: Bloomberg/Daniel Acker

One of the biggest consumer hits of the pandemic, alongside Netflix and the Nintendo Switch, is a 61-year-old doll once mocked as outdated and sexist.

Long written off by many parents and kids -- and criticized for promoting an unrealistic body image -- Mattel Inc.'s Barbie generated its best sales growth in two decades in 2020. Years of planning and a bit of luck have turned the baby boomer of toys into a go-to item for millions of kids...

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