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Body-positive Barbie buyers popular with GenX moms

by Taylor Stanton - June 26, 2019

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Without a doubt, Mattel's decision to update Barbies iconic image by offering three different body-positive styles is one of the biggest stories currently shaping the toy industry. Now online shoppers now have the option to choose between the original Barbie, or the three new models which are tall, petite, and curvy variation of the classic toy. While the diverse body types have only been on the market for a few months, nearly 13 percent of Barbies purchased online, in 2016, are the new dolls.

New barbie models entice Genx moms

The new Barbies are clearly finding a home with GenerationX. The majority of body-positive Barbies buyers are women and 39 percent of them are between the ages of 35 and 44, and a quarter of buyers are between the ages of 45 and 54. Regardless of the Barbie body type, over half of all Barbie dolls sold online since the beginning of the year have been purchased through Amazon.

About this data

With a panel of over 4 million online shoppers, Slice Intelligence gives the most detailed, and accurate digital commerce data available, and is reported daily.

Slice Intelligence is the only service to measure digital commerce directly from the consumer, across all retailers, at the item level, and over time. Our retailer-independent methodology precisely measures commerce as it happens. By extracting detailed information from hundreds of millions of aggregated and anonymized e-receipts, Slice can map the entire Purchase Graph, connecting each and every consumer to all their purchases.

Slice gets its data from e-receipts – not a browser, app or software installed by the end-user – so its measurement reflects comprehensive shopping behavior across multiple devices, over time which are key in an increasingly omnichannel retail world.