When it comes to marketing, sometimes “more” is totally “more.”
The Barbie movie’s marketing campaign knows this mantra all too well! It’s a vibrant whirlwind of creative chaos that has left no expense spared. Barbie isn’t just a toy—she’s the ultimate OG influencer, and she’s here to stay (and slay) across generations. Whether you’ve dreamed of prancing through her iconic Dream House or rolled your eyes at her impossible proportions, Barbie has become a pop culture icon since her fab debut in 1959. Now, with the Barbie movie on the horizon, Mattel is pulling out all the stops to ensure this cinematic masterpiece leaves a lasting mark.
A Fashion-Forward Vision:
“WEIRD, why is all this movie magic happening?” Well, for starters, Barbie is a flagship brand and a MAJOR moneymaker for Mattel. A movie flop could leave Barbie’s popularity and sales in the pits! The Barbie movie serves as a powerful platform for Mattel to redefine and revitalise the Barbie brand, keeping it fresh and fierce in a rapidly changing world. Forget about broken nails—Barbie is breaking down stereotypes and absolutely dominating the game in 2023.
Improvise. Adapt. Overcome:
As marketers, we’re drooling over the sheer scale of Barbie’s reach. With a jaw-dropping 58 million Barbie dolls sold annually worldwide (that’s like 100 dolls strutting off the shelves every single MINUTE), Barbie has secured her spot in the hearts of consumers LITERALLY everywhere.
A steamy detail: Barbie faced some frosty competition when the Frozen movie stormed onto the scene, taking a bite out of Mattel’s market share. But hey, if Disney can dish out dolls, why can’t Mattel make movies? It’s all about hopping on the pop culture hype train at the right time, Weirdos.
Glitz, Glam, and Gosling:
Cue the fabulous cast, featuring the Aussie it-girl Margot Robbie and the swoon-worthy Ryan Gosling. Academy Award nominee Greta Gerwig directs and co-writes this live-action film, bringing Mattel’s iconic Barbie dolls to life. Now THAT’S what we call a dream team!
Unprecedented Marketing Magic:
The Barbie movie is one of the biggest post-pandemic Hollywood blockbusters to hit the silver screen! With a jaw-dropping $100 million USD budget (yes, you read that right!), this movie means business.
The Barbie movie’s dazzling marketing campaign kicked off in April this year with “leaked” photos of Margot Robbie and Ryan Gosling rollerblading on Venice Beach. Those eye-catching promotional posters had us BEGGING for more! And then came the Barbie Selfie Generator—a sensation that set social media ablaze and catapulted the campaign to the next level. This fabulous frenzy is still gaining momentum and sparkle as we speak, with no signs of stopping.
Step into the Barbieverse:
Barbie’s influence goes way beyond the movie and merchandise, Weirdos. The Barbiecore clothing trend has taken the fashion world by storm, and the list of brand collaborations is honestly insane – we’re talking Barbie x Cotton On, Barbie x Krispy Kreme, and even Barbie x Airbnb! Yes, you heard it right—Barbie’s Dreamhouse experience on Airbnb is making an iconic comeback, just in time for the movie launch.
Size Doesn’t Always Matter:
Now, let’s decide once and for all whether bigger is always better. When it comes to marketing, it’s not all about the budget. Sure, the Barbie movie went all out, creating a splashy, flashy, and cash-y campaign. But let’s be real here —individual collaborations, merchandise, pop-up events, and posters may not push the boundaries of innovation on their own. However, they still manage to captivate and appeal to our inner Barbie fanatics. With the right strategy (and the right agency – see what we did there), you can accomplish BIG things.
What do you think about the Barbie movies major marketing campaign? Tell us in the comments!
