Barbie growing under Universal

Studio says latest franchise release outperforms other titles

By Susanne Ault -- Video Business, 9/26/2006

SEPT. 26 | Universal Studios Home Entertainment believes it is reinvigorating the Barbie DVD franchise. The studio said it sold 500,000 units of Barbie in The 12 Dancing Princesses during street week, a number it claims outperforms other recent releases in the series.

Bowing Sept. 19, 12 Dancing Princesses moved 15% more copies than the most recent September 2005 franchise installment Barbie and the Magic of Pegasus during its debut week, according to Universal. Pegasus and previous Barbie titles were distributed by Lionsgate.

The 12 Dancing Princesses title marks the first release to come out of Universal’s multi-year, multi-film DVD distribution deal with Barbie licensor Mattel. Inked in April, the pact severed the five-year distribution relationship Mattel had with Lionsgate (VB, 4-11).

Universal believes the deal’s initial results prove that the studio was wise to snap up the popular but maturing girls’ series.

“We’re thrilled that Mattel has put its confidence in Universal Studios Home Entertainment to market and distribute this widely embraced Barbie direct-to-DVD family franchise,” Universal president Craig Kornblau said. “Based on the strong early sales of Barbie in The 12 Dancing Princesses, we have not only defied the traditional sales trend, but we’ve paved the road for this property’s future growth and success.”

Mattel is so far pleased with Barbie’s continued attraction with consumers.

“Based on a strong start at retail and a track record of success, we’re confident that Barbie in The 12 Dancing Princesses will be a big hit this season among families,” said Richard Dickson, Mattel’s senior VP of marketing, media and entertainment. “Our nine Barbie movies have now sold more than 30 million collective units worldwide.”