Barbie dolls are flying off the shelves at John Lewis and her convertible car is in the top two for their Christmas toy range… and it’s only July!
- Retailer John Lewis reported Barbie sales were up 215 per cent on last year
As Britain goes doll-ally for Barbie at the cinema, she’s flying off the shelves in toy shops too.
And her convertible car set has already revved to number two in a top ten Christmas toys chart – in July.
After Greta Gerwig’s blockbuster starring Margot Robbie took a reported £218million at box offices worldwide in its opening weekend alone, John Lewis’s Barbie sales were also up 215 per cent on last year.
The Mattel doll’s £27.99 motor almost made the top of the retailer’s somewhat unseasonal most-wanted festive toy gift list – chosen by children – with a Gabby’s Dollhouse girl doll (£14.99) in the top spot and a Le Mieux cockapoo puppy toy (£29.95) in third place.
Traditional Lego and Scalextric presents remained firm favourites though, and both made it into the top ten.
Left: Gabby’s Dollhouse Girl Doll – £14.99 (Available end of August); right: Barbie Convertible Doll Car – £27.99 (Available now)
Left: Le Mieux Puppy, Cockapoo – £29.95 (Available end of August); right: Melissa & Doug Barber Role Play Set – £34.99 (Available end of August)
There is also a marked resurgence in demand for nineties toys and fashions, as customer searches for the term ‘retro’ soared 72 per cent in the past year on JohnLewis.com.
Furbys, bucket hats and Vans trainers also made a comeback, while searches for Lacoste were up 84 per cent.
Meanwhile the most popular Barbie products currently on sale at the department store are a travel doll, puppy playset and ballerina.
And sales of the old favourite Barbie Dreamhouse are up 129 per cent.
Peter Jones in Chelsea, London has sold the most Barbies – closely followed by Oxford Street.
Even Ken is getting a look-in, although Barbie is outselling him 5:1.
And people are looking ahead to Christmas even earlier with searches for ‘Christmas gifts’ double what they were this time last year.
Alan Wright, head of toys and books at John Lewis, said: ‘The recent Barbie phenomenon has sparked interest amongst our customers, with sales of our Barbie range up 215 per cent this week in comparison to last year.
‘The rise in popularity of Barbie and nostalgic 90s toys helped form the decision for our top toys selection for Christmas 2023, as we predict the Barbie phenomenon to continue into the winter months.’
For non-Barbie fans, the John Lewis top ten list has plenty to choose from. Topping the list is Gabby’s Dollhouse Girl Doll which has an accompanying Netflix show.
In third place on the list is a Cockapoo toy, which will ‘help youngsters develop their nurturing skills’.
Left: John Lewis Wooden Café Set, exclusive to John Lewis – £40 (Available end of September); right: Fisher-Price Mix and Learn Music Table – £54.99 (Available beginning of August)
Left: Little Live Pets Mama Surprise – £64.99 (Available September); right: Hasbro Furby – £74.99 (Available end August)
Left: Lego Holiday Main Street, exclusive to John Lewis – £89.99 (Available now); right: Scalextric John Lewis vs Waitrose Car Racing Set, exclusive to John Lewis – £129.99 (Available September)
John Lewis’s Top Toys for Christmas 2023:
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