Barbie

Barbie in brief

• Rank: #77 of 100 in America's Most Powerful 100 Brands 2026; #12 of 13 in Consumer & FMCG.
• WCRC Power Score: 70.48 out of 100.
• Founded: 1959, by Ruth Handler (Mattel co-founder).
• Owner: Mattel, Inc., El Segundo, California.
• Leadership: Roger Lynch, Chairman and CEO (named Sept 2026, succeeding Ynon Kreiz).
• Latest revenue: $5.3bn revenue (FY2025, -0.6%), group revenue of Mattel, Inc., as per company filings.

What makes Barbie powerful

Barbie's power comes from more than 65 years in toy aisles and a habit of changing with the times. Mattel keeps widening who Barbie represents. In January 2026 it launched its first autistic Barbie, developed over more than 18 months with the Autistic Self Advocacy Network. The doll comes with noise-canceling headphones, a fidget spinner and a pink tablet modeled on communication devices, and it went on sale for $11.87 at Target and Mattel's online shop.

That doll follows Mattel's first Barbie with Down syndrome in 2023 and a doll with Type 1 diabetes in 2025. Each launch keeps the brand in the news and gives more children a doll that looks like them. Barbie also remains a large business on its own. In the third quarter of 2026 alone, its gross billings came to $374.6 million, even after a 9% drop.

Mattel's first autistic Barbie, launched in January 2026, has eyes that look slightly to the side, reflecting that some autistic people avoid direct eye contact.

Why Barbie ranks #77

Barbie sits at #77 with a WCRC Power Score of 70.48, tied with Morgan Stanley and State Farm and just ahead of BlackRock and Facebook. Its positioning and recall are hard to beat after more than 65 years. Falling sales weigh on its financial strength, which holds it back against the two financial brands it ties with. Its cultural pull and steady stream of inclusive dolls keep it ahead of BlackRock and Facebook.

The Achilles' heel

Barbie's Achilles' heel is falling sales. In the third quarter of 2026 Barbie gross billings fell 9% to $374.6 million, and over the first nine months of the year they fell 13%. Mattel said growth in its doll category came mainly from partner brands, including the addition of KPop Demon Hunters, while Barbie declined. Mattel's new chief executive, Roger Lynch, said he could "see clearly where we must improve."

The 2026 story

Barbie's 2026 has brought new dolls and a new boss at Mattel. On Jan. 12 Mattel launched its first autistic Barbie in its Fashionistas line, with eyes that glance slightly to the side and jointed elbows and wrists for stimming gestures. Roger Lynch, now Mattel's chairman and chief executive, reported third-quarter results on Nov. 5, soon after taking charge. The board named him to succeed Ynon Kreiz at the end of September. Hot Wheels billings rose 7%, but Barbie billings fell 9%. Mattel also received $88 million in tariff refunds in the quarter, which lifted its gross margin to 54.8%.

Pillar profile

Provisional desk scores out of 100, for the WCRC Business Intelligence Unit to validate.

Versus its nearest rivals

Questions people ask

Also featured in

• Most powerful Consumer & FMCG brands
• Most powerful brands in California

Key facts

Sources

• Annual report (Form 10-K) and financial results of Mattel, Inc. filed with the US Securities and Exchange Commission
• Company website, official announcements and press releases
• Published interviews and statements by the leadership
• WCRC Business Intelligence Unit research: consumer sentiment, ratings and reviews, search demand, media and social data