The 2023 Barbie film, directed by Greta Gerwig, grossed more than $1bn at the box office, yet Mattel’s enterprise value sits just above $6bn.

Major shareholder Southeastern Asset Management argues the toy maker is undervalued and should consider a sale, pointing to a portfolio that includes Hot Wheels, American Girl, Masters of the Universe, Thomas & Friends and Fisher‑Price. UBS estimates the intellectual property could be worth $22‑$39 per share versus the current price below $15.

However, tariffs and a projected 10% drop in operating earnings for 2026 have pushed shares down more than 25% this year. CEO Ynon Kreiz has re‑branded the company as an IP play, but turning brand potential into higher cash flows remains uncertain. A possible Barbie sequel may give a short‑term lift, yet analysts doubt a private‑equity buyer or rival such as Hasbro or Disney could extract substantially more value.