Parallel importers and sellers of counterfeit products will earn on the hype around the film “Barbie” in Russia

After the world premiere of the film “Barbie”, sales of the famous doll and related products in Russia increased, although the film was not released in our country. In Ozon, from July 21 to July 28, sales of Barbie and related products increased by 24% compared to the same period in 2022, its representative told Vedomosti. The demand for goods under the Barbie brand from July 17 to July 27 exceeded the same period in 2022 by 50%, says a Yandex.Market representative. But a spokesman for Wildberries says the movie premiere hasn’t had a significant impact on demand. The Detsky Mir network did not respond to a request, a representative of the Central Children’s Store declined to comment.

According to Antonina Tsitsulina, president of the Association of Children’s Goods Industry Enterprises (AIDT), sales of Barbie and related products increased by 1.5 times from July 21 to 28. The growth in sales, she said, is due to a well-thought-out marketing program to promote the film and licensed products. The world premiere of “Barbie” took place on July 21, the fees have already exceeded $700 million. The budget of the film is $145 million, and another $150 million has been spent on global marketing.