ALBAWABA – Barbie, the iconic fashion doll created by Ruth Handler and manufactured by Mattel, may no longer remain affordable under the new tariff plan imposed by the US President Donald Trump.
Mattel raises prices on Barbie toys
Mattel, the American multinational toy and entertainment company behind Barbie, has announced price increases on US toys, including Barbie, in response to the ongoing tariff plan imposed by President Donald Trump.
Notably, Trump predicted last week that children's toys would see a price hike due to the ongoing trade war between the United States and China.
In response, Mattel confirmed that the tariffs had no impact on its profits during the first quarter of 2025. However, the company acknowledged the need to remain cautious about potential future losses. As a precaution, Mattel is planning to diversify its supply chain beyond China and raise prices in the US market.
The price of a Swimsuit Barbie doll at Target stores rose by nearly 43% over the past week to $14.99. (Shutterstock)
Anthony DiSilvestro, Chief Financial Officer of Mattel, stated that current US tariffs are expected to cost the company approximately $270 million in 2025.
Barbie and other toys may soon become luxury items for children, as Trump’s 145% tariffs on Chinese imports begin to take a toll on the US toy industry. Notably, nearly 80% of all toys sold in the United States are manufactured in China, according to the Toy Industry Association, a leading trade group representing the American toy sector.
As a result, the price of a Swimsuit Barbie doll at Target stores rose by nearly 43% over the past week to $14.99, according to Telsey Advisory Group (TAG), a leading equity research and consulting firm specializing in the retail and consumer sectors.
