A New Line of Special Barbie Dolls to Hit Shelves Ahead of the Holidays from Mattel

Toy maker Mattel has launched a new line of Barbie dolls this week that will be sold at big box retailers Target and Walmart as well as e-commerce giant Amazon’s platform.

Mattel officials told USA Today that the new Barbie dolls, dubbed Barbie Extra Dolls, will have various hair types and bodies and will be sold at a retail price of $24.99 each.

When it comes to fashion, Barbie Extra has a ‘more is more’ attitude, as even their pets are accessorized,” Kim Culmone, Mattel senior vice president and global head of Design Barbie & Fashion Dolls, told USA TODAY. “Each doll rocks their own unique style and offers girls an exciting fashion and styling play experience with posable, articulated bodies.”

Culmone had said that Mattel was looking at fashion runways as well as street style and culture to get design inspirations for the new line.

“Barbie is at her best when she connects to culture and Barbie Extra does just that from the name, down to every detail and accessory,” Culmone said. “The dolls are fun and playful, letting kids dial up their self-expression and fashion fantasy play by showing them you can be a trendsetter at every age.”

It was earlier in the year that Mattel had released additions to its Fashionistas line and included one in a wheelchair. Barbie’s top seller last year was also a doll of diversity, a curvy black doll with an Afro, according to USA Today.

Despite coronavirus, this past October shares of the toy maker were exploding the most in five months after the company beat third-quarter earnings estimates.

Mattel said adjusted earnings for the three months ending in September came in at 95 cents per share. This is almost triple the figure of the year-earlier period and more than doubled the Wall Street consensus forecast of 39 cents a share.

Disclaimer: We have no position in any of the companies mentioned and have not been compensated for this article.