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Barbie and Ken Drive Mattel’s Major Expansion in Truganina

DHL Truganina
  
   

The worldwide success of the blockbuster Barbie movie has led toy maker Mattel to expand its warehousing requirements in Australia.

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The Oscar-winning film, featuring Margot Robbie and Ryan Gosling, has earned over $2.1 billion globally and sparked a massive merchandising boom for Mattel, which has been producing Barbie and Ken dolls since the late 1950s.

As part of a new 10-year contract with its logistics provider, DHL Supply Chain, Mattel has moved its warehouse operations to a new 31,000-square-metre facility in Truganina. Developed and owned by super fund investor ISPT, this new warehouse is 20 per cent larger than the previous 25,690-square-metre facility that DHL managed for Mattel under a five-year agreement beginning in 2019.

DHL Warehouse in Truganina
The new warehouse is 20% bigger

Mattel CEO and chairman Ynon Kreiz stated that the release of the Barbie movie last July helped drive a 9 per cent increase in quarterly revenue, reaching $1.9 billion in the October quarter.

“Our results benefited from the success of the Barbie movie, which became a global cultural phenomenon and marked a key milestone for Mattel,” he said in October.

At the new Melbourne Drive warehouse, DHL will handle the receipt, storage, picking, packing, and distribution of Barbie and Ken dolls, along with Mattel’s extensive range of other toy products, to customers across Australia. This new warehouse is 20 per cent larger than the previous one managed by DHL for Mattel.

DHL Supply Chain ANZ CEO Steve Thompsett expressed his enthusiasm about the new agreement, saying, “We enjoy a great relationship with Mattel, and we’re thrilled to have entered this 10-year agreement and have their warehousing operations running from this new site.”

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Mattel’s move to a larger, more sustainable warehouse reflects a broader trend in the logistics and industrial sectors, where retailers and wholesalers are scaling up their supply chains to deliver goods more efficiently and quickly to customers, including an increasing number of online orders.

The new Truganina warehouse includes a 200-kilowatt peak power rooftop solar array, rainwater storage, highly energy-efficient fans, and rooftop lighting that utilizes sunlight to illuminate the building.

Paul Faulkner, managing director for Mattel Asia Pacific, highlighted the significance of the new agreement with DHL for the company’s future growth plans.

“In our mission to deliver innovative products and experiences … precision in our supply chain is vital. This expanded partnership with DHL ensures we can continue to improve the delivery of these experiences across the Australian marketplace,” he said.

The deal is also beneficial for ISPT, the owner of the warehouse, which invests on behalf of Australian super funds and manages about $21.5 billion in assets. Similar to many institutional investors, ISPT has been shifting its portfolio away from underperforming malls and offices towards industrial assets.

The Truganina estate, where DHL will operate its new Mattel warehouse, includes two prime-grade warehouses with a total lettable area of 58,190 square meters, fully leased to the German logistics giant. Last year, ISPT completed the 127,800-square-meter PortLink Logistics Estate in Melbourne’s west.

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