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Barbie’s new home: DHL expands Mattel’s warehouse operations

Barbie's new home: DHL expands Mattel's warehouse operations
Barbie's new home: DHL expands Mattel's warehouse operations

The toy logistics industry in Australia is on the cusp of a major shift. DHL Supply Chain Australia has entered into a 10-year warehousing agreement with global toy giant Mattel. 

This strategic partnership solidifies their five-year relationship and marks a new chapter for Mattel. The company’s beloved toys – including the iconic Barbie and Ken – will now find a new home in a state-of-the-art facility in Melbourne.

Expanding Mattel’s warehouse operations

Thanks to the recent Barbie blockbuster hit, the brand experienced an unprecedented boost in popularity. The film by Greta Gerwig earned a massive $337 million worldwide during its opening weekend, making it the biggest debut of 2023. 

This was the first live-action movie dedicated to Barbie (who is technically 65 years old). Since an entire (younger) generation rediscovered Barbie, Mattel now requires more space to meet the demand. 

DHL Supply Chain CEO Steve Thompsett says the courier giant is honored to help Mattel “bring their brands into people’s lives – such as Barbie, Hot Wheels, Fisher-Price, and others – which have brought joy to children and fans in Australia for generations.”

The new 31,000m2 site in Truganina, Victoria, “provides the space required to cater for growth”. 

Sustainability on point

The warehouse’s impressive size matches its commitment to sustainability. It has been upgraded to achieve Green Star accreditation, the internationally recognized Australian sustainability rating and certification system.

Some of the features include: 

  • A 200kWp rooftop solar array, rainwater collection.
  • Energy-efficient high-volume low-speed (HVLS) fans. 
  • Rooftop lighting which uses sunlight to illuminate the building.
  • Water Efficiency Labeling and Standards (WELS)-rated water fittings.

Thompsett explains: “We’re pleased to help Mattel reduce operational costs and boost the sustainability of their warehousing with significant upgrades to their operation, delivered thanks to DHL’s global focus and expertise in this field.” 

DHL is committed to reducing its emissions to under 29 million tonnes by 2030. To achieve this, the courier company will invest €7 billion ($7.5 billion) in ‘Clean Operations’ over the next six years. By 2050, DHL hopes to achieve carbon neutrality.  

“We are increasingly talking about environmental sustainability and business responsibility. […]  On behalf of our clients, we invest these funds in projects of global importance for compensation and neutralization of harmful emissions,” as per the company’s mission statement

The Mattel-DHL partnership

Thompsett says DHL enjoys a great relationship with Mattel, and this 10-year warehousing agreement follows an already successful five-year relationship between the companies.

Mattel’s senior vice president and managing director for the Asia Pacific region, Paul Faulkner, echoes the sentiment: “This agreement ensures we have the operational infrastructure and expertise in place to secure our growth plans for the future.” 

Faulkner says “Certainty and precision in our supply chain is vital, and this “expanded partnership with DHL ensures we can continue to improve the delivery of these experiences across the Australian marketplace.”

About the author

Cheryl has contributed to various international publications, with a fervor for data and technology. She explores the intersection of emerging tech trends with logistics, focusing on how digital innovations are reshaping industries on a global scale. When she's not dissecting the latest developments in AI-driven innovation and digital solutions, Cheryl can be found gaming, kickboxing, or navigating the novel niches of consumer gadgetry.

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