“Barbie” is the top-searched term on Amazon. Shopify has seen a 56% increase in doll sales. And despite a fall in Q2 Barbie doll sales, Mattel believes there will be significant growth for the property in the coming months and years. All of this has Greta Gerwig’s movie to thank.

Amid all the handwringing about screen time—plus the demise of Toys "R" Us—one could easily imagine that kids have lost interest in toys. But they haven’t.