Warner Bros., Mattel, and Greta Gerwig's collaborative film, Barbie has managed to enchant audiences to an extent that very few Hollywood projects can even dream of.
The fantasy movie has had a taste of enormous success at the box office, significant growth in Mattel's dolls, and also the company's official entry into Hollywood with other popular toylines. Additionally, the award season is approaching, and even there, Barbie is expected to be a knockout in a few categories. But outside all these markets, the movie is also set to leave its mark on an American tradition, Halloween.
The Halloween fever is already hitting record highs this year, with Americans set to spend a staggering $12.2 billion, according to the National Retail Federation's estimates. This surge in spending, averaging $108 per person, reveals a 73% participation rate, up from last year's 69%. Notably, costumes are a major expense, with an anticipated $4.1 billion allocated for dressing up, and Barbie is going to account for the lion's share of these expenses.
Expect to See Many Barbies This Halloween Season
Barbie triumphs in influencing costume choices, as an impressive 1.8 million adults intend to don the iconic doll's persona. Warner Bros.' other property and arguably the most popular fictional character in the country, Batman is making a notable appearance, though he is slightly behind the iconic doll with "merely" 1.5 million units. With over 5 million costumes, witches take the top spot, while vampires follow with over 2 million units, to rightfully make up for overall adult costume preferences for the spooky holiday. Additionally, Cat costumes complete the top five choices, with around 1.3 million units.
The data was gathered from NRF's survey conducted in early September, sampling from over 8,000 respondents. Adult costumes claim a notable portion, totaling $2 billion, representing an 18% increase from the previous year. Kids' costume spending is expected to be around $1.4 billion, marking a 20% growth. Surprisingly, pets are also part of the festival with an estimated $700 million designated for their costumes.
In addition to Barbie and the Caped Crusader, another positive for the entertainment industry is the resurgence of interest in Wednesday Addams, thanks to Tim Burton's Netflix series, Wednesday. Moreover, the popularity of characters like Spider-Man, princesses, and Mario remains equally popular, due to their timeless appeal.
As the spooky season is still a few weeks away, fans can watch Barbie on digital or in theaters.
Source: National Retail Federation