Barbie named 2021 top global toy property of the year

Mattel has announced that Barbie has been named as the 2021 top global toy property of the year for the second consecutive year by global information company The NPD Group.

According to data gathered by NPD, Mattel’s Hot Wheels Singles 1/64 Assortment was the 2021 global top-selling toy of the year, while Fisher-Price was ranked as the number-five global toy property in 2021.

Mattel had the most top 10 global properties of any manufacturer in 2021, and was the number-one toy company globally in the fourth quarter.

The company was recognised with 18 top NPD rankings globally, and Mattel was also ranked as the number-one manufacturer in the U.S. for the 28th consecutive year.

“Last year we introduced our Mattel Playbook, powered by brand purpose, design-led innovation, cultural relevance and executional excellence. Our performance under this unique brand-building approach is clear across these extraordinary rankings,” says Richard Dickson, President and COO, Mattel.

“Barbie’s brand purpose to inspire the limitless potential in every girl is resonating more than ever, as evidenced by this top global ranking for the second year in a row. At the same time, Hot Wheels’ performance shows it continues to ignite the challenger spirit on which the brand was founded more than 50 years ago.

“Most importantly, these awards are further proof of the enduring strength of our mission to create innovative products and experiences that inspire, entertain and develop children through play.”

Steve Totzke, EVP and Chief Commercial Officer, Mattel, adds: “These NPD results speak for themselves and demonstrate the performance at all levels of our global team and in support of Mattel’s transformation to an IP-driven, high-performing toy company. We couldn’t be prouder.”

About Tessa Clayton

A former Chief Sub of Red magazine, Tessa Clayton is the Digital Editor of Licensing.biz and ToyNews. As a freelance journalist she specialised in writing about parenting and family life, and has contributed to a wide variety of publications and websites including Tesco online, Mother & Baby, Livingetc, Junior, Boots Health & Beauty, Practical Parenting and babycentre.co.uk. Get in touch at tessa.clayton@biz-media.co.uk

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