Barbie sales hit $ 1.35 billion (£ 940 million) last year, the most since at least 2014 as parents bought toys to get their kids through the outbreak.A 16% increase in doll sales worldwide helped lift toy maker Mattel to top sales since 2017.The outbreak was a boon to the toy industry, which was bogged down by restrictions in the face of other forms of entertainment.

The slotxo supply chain rose rapidly at the beginning of the year.Chief Executive Ynon Kreiz said companies, which own brands such as Hot Wheels, were finally able to meet the "extraordinary" increase in product demand.Yes, the industry as a whole is benefiting from the growing demand related to COVID. But we are clearly ahead of the industry, ”he said.Arch rival Hasbro, which also owns Nerf and board games such as Monopoly, reported an 8 percent drop in full-year 2020 sales to about $ 5.4 billion, despite a 4 percent increase in the last quarter.

At Mattel, sales rose 2 percent last year to more than $ 4.5 billion, and were up 10 percent in the last three months of the year, including the major Christmas season.
2020 profits were $ 126.6 million, compared to more than $ 200 million in losses last year.Mattel on Tuesday announced a new cost-saving program that said it would save $ 250 million by 2023.

Unlike previous efforts focused on downsizing the company's production, Kreiz said this would be broader, including plans to standardize global marketing and improve American retail operations. Girl He declined to comment on the job cuts.It is less about people and salaries and systems and processes," he said.