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“We now think and operate much more as an IP company,” he says. Now, three years after taking the helm and returning the company to profitability, his focus is shifting to a new challenge: turning the toy maker into a toy company.įor Kreiz, it is an important distinction. This year its New York-listed shares have risen more than a fifth.įor a company which has been tackling declining revenue for years, it appears things are finally starting to fit into place.īefore Kreiz joined in 2018, Mattel cycled through three chief executives in four years. It expects revenues to surge by 15pc compared with last year, when sales were already buoyed by parents splurging to keep their children busy during lockdowns. The sales bump is already being factored into forecasts, with the American multinational on track to record its highest level of growth in decades. While it could seem Kreiz is talking his business up, the numbers speak for themselves. This means it “might not be able to cater for all of the demand, simply because the demand is so strong” - not such an issue at all. “We're seeing strength and demand still there. Mattel pushed price rises through in its third quarter to cope with inflation, yet even that is not dampening appetite. “We have seen early shopping, but, you know, this doesn't mean that it is instead of or a trade off for the end of the year,” Kreiz says.
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Instead it is struggling to keep up with demand as people simply buy more. The reason being, Kreiz argues, is that for Mattel it is not proving such a hurdle. It seems an usual attitude to take as supply chain disruptions cause havoc ahead of the festive season. “We're going to try to meet all of the demand, but I'm not sure we’ll be able to,” he says, almost shrugging. “Dressing them, having fun with creating new hairstyles on the dolls, and really experiencing my first go around with what I do today, styling others.With Christmas mere weeks away and reports of toy shortages rippling across the world, Ynon Kreiz would be forgiven for appearing flustered.īut the boss of Barbie owner Mattel doesn’t appear to be losing sleep over the idea that it could struggle to get toys into shops for the festive season.
Barbie doll toys full#
Creating this childhood Barbie was a full circle moment for the famed fashion stylist, “My connection with Barbie began as a young girl playing with dolls,” says May in a release. Known for adding a personal touch to her collections, May has incorporated limited-edition items that were inspired by the jade jewelry given to her by her grandmother. “The Collaboratory,” a collector toy capsule – launches December 3 rd on
Hailing from varying backgrounds that covers multiple mediums, these four creators paired with four iconic Mattel brands will be well worth the investment. revealed their latest drop from Mattel Creations, the company’s design collaboration and direct-to-consumer platform, titled ‘The Collaboratory.’ This collection features Evan Mock, Aleali May, Kristopher Kites, and Blue the Great.
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The ever-popular fashion stylist, blogger and designer Aleali May is back with another innovative collaboration.