Welcome to Bw Daily, the Bloomberg Businessweek newsletter, where we'll bring you interesting voices, great reporting and the magazine's usual charm every weekday. Let us know what you think by emailing our editor here! If this has been forwarded to you, click here to sign up. Global trade needs a Barbie boost. For more than a year now, the shipment of goods around the world has been in decline as households spend more money on travel and leisure than buying more stuff to add to the already large pile that they bought during the pandemic. That's led to a slump for manufacturers. Some sectors, such as toy makers, have felt the squeeze as retailers were forced to run down existing inventory before they could place new orders. "I can't wait for 2023 to finish," said toymaker Dave Cave, who runs Hong Kong-based Dragon-I Toys, one of the world's biggest manufacturers of toy dinosaurs. "Most retailers globally have had huge carry-over stock from 2022 and along with high inflation and mortgage rates hitting the roof, spending is down big time, especially on toys," said Cave, whose other products include Chatimal the Talking Hamster. Mattel headquarters in El Segundo, California. Photographer: Patrick T. Fallon/AFP Yet the Barbie craze could be the tonic that toy makers are looking for. Mattel Inc. last week reported sales and profit that beat analysts' expectations even before the impact of Barbie (the movie) started to be felt. The company offered guidance that revenue from the Barbie line of products is expected to increase in the coming months. Chief Executive Officer Ynon Kreiz told my colleagues at Bloomberg News that inventory levels in the toy industry were down by double-digits in dollar terms in the second quarter from the first quarter. That's potentially good news for the hundreds of manufacturers, mostly based across Asia, that make toys for the world's leading brands. China's manufacturing sector, dubbed the world's factory floor, has been hit hard by the trade downturn. The country's exports fell 12.4% in dollar terms in June from a year earlier, the second straight month of declines and the biggest drop since the pandemic hit in early 2020. It's about this time of year that factories in China and across Asia are pumping out their holiday season orders to be ready for shipping to the US and Europe. To be sure, orders for Barbie alone won't be enough to reverse the overall downturn in trade. But demand for the fashion doll, and Ken and everybody else, is bound to be an industry talking point as the months go by. Federal Reserve Chairman Jerome Powell was even asked by the New York Times' Jeanna Smialek during his news conference last week for his views on how Barbie was affecting the economy. In the same way that Beyoncé and Taylor Swift are featuring in the inflation debate, Barbie could soon be a feature of global trade statistics. —Enda Curran, Bloomberg Businessweek |
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