Mattel celebrates the NPD’s top-ranked Barbie and Hot Wheels brands • The Toy Book

Barbie and Hot Wheels did big business in 2021 | Source: Mattel/The Book of Toys

Last year’s numbers are in and members of the toy industry are celebrating their big wins.

Following news that the US toy industry grew 13% in 2021 – according to The NPD Group – individual category and property data has emerged. At NPD’s annual Toy Industry Performance Awards, the leading data-tracking service says Mattel achieved 18 top rankings, including big wins globally, in the US and Canada.

Barbie | Source: Mattel

For the second year in a row, NPD named Mattel’s Barbie brand as the top global toy property of the year, while the company’s Hot Wheels brand took first place with its core vehicle assortment at 1:64 scale, securing its position as the world’s best-selling toy. Additionally, Fisher-Price was ranked the world’s fifth largest toy property for the year. As usual, UNO remains the #1 card coming to US ownership

1:64 Scale Hot Wheels Vehicles Including “The Nash” | Source: Mattel

“Last year, we launched our Mattel Playbook, powered by brand purpose, design-driven innovation, cultural relevance and excellence in execution. Our performance under this approach unique brand creation is clear in these extraordinary rankings,” said Mattel President and Chief Operating Officer Richard Dickson. “The Barbie brand’s goal to inspire the limitless potential in every girl resonates more than ever. , as evidenced by this world ranking for the second consecutive year. At the same time, Hot Wheels’ performance shows it continues to ignite the challenger spirit on which the brand was founded over 50 years ago.

According to NPD, Barbie ranked as the #1 doll property in the doll supercategory every week in 2021 in terms of total dollar sales. While the mainline Hot Wheels took the top spot in total sales, the Barbie Dreamhouse rolled right behind it to score second place.

“Just as we innovated in our products and brands in 2021, we innovated through our omnichannel demand creation efforts at Mattel,” said Steve Totzke, executive vice president and chief commercial officer of Mattel. “These NPD results speak for themselves and demonstrate the performance at all levels of our global team…We couldn’t be prouder!”

Mattel will release its fourth quarter and full year 2021 results on February 9 after the bell.

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