The "Barbie effect" is also boosting Mattel's direct-to-consumer sales of dolls, per Shopify.
Shoppers are "voting with their wallets" for their favorite brands, even as they cut spending elsewhere, one exec said.
Two weeks after the hit summer film's release, box office sales are on track to top $1 billion, and retail sales of the namesake dolls are booming.
"We're seeing [Mattel] doll sales up 56%," said Harley Finkelstein, president of Shopify, the e-commerce platform that powers the direct-to-consumer operation for Barbie's parent company.
"Consumers are voting with their wallets to buy from their favorite brands," he said.
Persons:
Barbie, Harley Finkelstein, Finkelstein, Richard Dickson, Dickson, we've
Organizations:
Service, Shopify, Mattel
Locations:
Wall, Silicon