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A Look into ‘Barbie’s’ $150-million genius marketing campaign
The Barbie-core movement is taking the world by storm, and it seems like everyone is involved in its imaginative attraction. Warner Bros.’ marketing team is all out to captivate audiences for Greta Gerwig’s fantastical movie “Barbie,” which is drenched in cotton candy colors and has become global this summer. The film’s success can be attributed, in part, to an impressive lineup of partnerships with various products. These collaborations have led to an assortment of eye-catching items, like a vibrant fuchsia Xbox tailored for STEM Barbie or a luxurious $1,350 Balmain cropped hoodie designed for Disposable Income Barbie.
But the frenzy doesn’t end there. The movie’s promotion has sparked a multitude of brand tie-ins that have elevated its status to a cultural phenomenon even before hitting theaters on July 21. In the coastal paradise of Malibu, you can now book a real-life Barbie Dreamhouse through Airbnb, providing fans an opportunity to immerse themselves in the Barbie world. Additionally, an exciting themed boat cruise has set sail in the Boston area, further feeding into the Barbie fantasy. There truly is no escaping the captivating world of Barbie, as it continues to capture hearts and minds across the globe.
The extensive and costly marketing campaign, estimated at around $150 million by rival studio executives (excluding the $145 million production budget), has proven to be a resounding success. “Barbie,” featuring Margot Robbie and Ryan Gosling as life-size versions of the beloved Mattel dolls, has exceeded all expectations at the box office. It amassed an impressive $165 million in North America and a staggering $337 million globally. This past weekend, with the help of the debut of “Oppenheimer” earning $80.5 million, marked the most significant collective office turnout of the pandemic era and the fourth-largest in cinematic history. This achievement is particularly noteworthy as even industry giants like Tom Cruise and Harrison Ford have struggled to revive the box office.
In the wake of this record-breaking debut box, Josh Goldstine, Warner Bros.’ President of Global Marketing, spoke to Variety about the movie’s tremendous success. The film generated considerable buzz through memes and became a cultural sensation with must-have costumes. The combination of these factors, along with the catchy “Barbenheimer” phenomenon, has catapulted “Barbie” into becoming the smash hit of this pink-themed summer.
Barbie stands as a powerhouse brand in the global market, and it is well aware of its immense influence.
Consider the delight of knowing that your brand can be instantly recognized and convey its message without the need for any written words—simply with a single color.
Even if you have never been a consumer of the Barbie brand, you undoubtedly recognize the significance of that distinct shade of pink, which has become synonymous with Mattel’s iconic doll. The marketing team behind the Barbie movie fully comprehends this powerful association and has ingeniously capitalized on it.
Mattel’s ups and downs
Mattel, a brand with a rich history of over six decades, has had its fair share of ups and downs, particularly with its iconic Barbie brand. While Barbie aims to inspire children to dream big and envision themselves in various professions, it has also faced significant and valid criticism for perpetuating unrealistic body standards with its traditionally thin-waisted, blond, doll-like appearance. This has raised concerns about the potential impact on children’s self-esteem.
To address these criticisms and respond to changing societal norms, Mattel introduced a new line of Barbies in 2016 that featured diverse body types, attempting to make the brand more inclusive and representative of different body images.
However, despite this effort, the company experienced a decline in annual net sales from $6.5 billion to $4.5 billion between 2013 and 2018, suggesting that the transition to a more diverse Barbie range took some time to resonate with consumers and recover financially.
In a bold marketing move, the Barbie movie tackled the concerns of controversy surrounding the brand head-on. The movie’s trailer embraced the polarized opinions about Barbie, stating, “If you love Barbie, this movie is for you. If you hate Barbie, this movie is for you.” By acknowledging the divided perspectives on the brand, the movie aimed to engage both fans and critics, inviting them to explore the complexities of the Barbie legacy in a way that encouraged conversations and self-reflection. This approach demonstrated Mattel’s willingness to address the challenges and controversies associated with the Barbie brand rather than avoiding them, potentially creating a more open and inclusive narrative for the iconic character.
Forever 21 x Barbie
The Barbie movie made its presence felt not only in the real world but also in the virtual realm of the metaverse. Collaborating with the iconic doll, forever 21 took the partnership to a new level. They not only introduced a Barbie-themed clothing line in their physical stores but also replicated it within the digital world of Roblox.
The partnership went even further, extending to an exciting contest. The lucky winner’s winning look, showcased in their unique fashion style, was brought to life on the online game platform, Roblox. This collaboration between Forever 21 and Barbie demonstrated how partnerships in the metaverse can bridge the gap between the physical and virtual worlds.
Now, Barbie products are not only for children
Finally, we come to the most enduring and iconic aspect of the Barbie phenomenon: merchandise. Over the years, Barbie has collaborated with different brands to create a wide range of products.
What’s noteworthy is the shift from the conventional emphasis on children, which has been a hallmark of Barbie’s legacy for the last six decades. Instead, these products are now aligning with the film’s intended audience and reflecting the evolving interests and tastes of Barbie enthusiasts.
Final Thoughts
A significant portion of the Barbie movie marketing didn’t solely rely on the live-action marketing team. Instead, it was due to the careful nurturing and stewardship of the brand by Mattel over the decades. The movie team also played a crucial role in it, By skillfully embracing all aspects of the Barbie legacy, including the controversial ones, to create a compelling and well-rounded campaign.
The success of the marketing also stems from its comprehensive approach, encompassing various promotional avenues, such as leveraging the latest trends like AI, the Metaverse, and gaming. This strategy allowed the movie to effectively target its specific audience, distinct from the traditional Barbie doll audience, presenting an additional challenge.
Furthermore, the buzz around the movie was not only driven by Mattel’s efforts but also fueled by the enthusiasm of people worldwide. Strategic partnerships with other brands also played a significant role in amplifying the movie’s reach and impact, making it a truly collaborative and captivating marketing endeavor.
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