Barbie dolls are flying off the cabinets in South Africa as “Barbie” film mania has hit the nation’s shores, with toy shops seeing a cotton candy-hued growth in gross sales.
The long-lasting toy, identified for its blonde mane, blue eyes, and pink clothes, has been a family identify within the southern African nation for many years — however curiosity has shot up in latest weeks.
“With the opening of the film this weekend now we have seen Barbie gross sales surge by 30 p.c,” mentioned Catherine Jacoby, the native advertising and marketing supervisor for international toy retailer Toys R Us.
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‘Kidults’
On Wednesday, a grand, pink show wall decked with barbies and dollhouses, dominated the doorway of a toy retailer in an upmarket suburb of Johannesburg.
“This toy is making the youngsters loopy,” retailer employee Anna Mkhize instructed AFP laughing as she tidied the cabinets that she mentioned have seen a flurry of consumers strolling by way of in latest days.
The craze has affected folks of all ages, with Barbies in all pores and skin tones seeing sturdy gross sales, mentioned Hylton Bannon, managing director at South African toy retailer chain Toy Kingdom.
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“We’ve received little women coming in however we’ve additionally received adults who’re collectors,” Dannon instructed AFP, including final week gross sales have been up two fold on the identical interval final yr.
“Kidults” — nostalgic grown-ups shopping for toys “for consolation” and “to reconnect with their interior youngster” symbolize a rising a part of the market, mentioned Jacoby of Toys R Us.
The primary Barbie was unveiled by Mattel in 1959. The toy maker has since significantly widened its providing with dolls in numerous pores and skin tones and physique shapes.
Black Barbie
The primary black Barbie doll debuted in 1980 and “has all the time finished properly” in South Africa, mentioned Bannon.
Starring Margot Robbie and Ryan Gosling, the film “Barbie” turned in one of the best debut of 2023 on the North American field workplace, with $155 million in takings over the weekend.
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A South African premiere in Johannesburg final week, was crowded by influencers and celebrities carrying numerous shades of pink who despatched social media abuzz with snaps of themselves in a devoted Barbie field picture sales space.
© Agence France-Presse
