Barbie goes far beyond a simple toy.
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Toys like Barbie go far beyond being simple toys. In the decades since its creation in 1959, it has left a lasting imprint on popular culture.

With her unique and cherished position in consumers’ hearts and minds across generations, Barbie holds a unique and cherished place in their minds. In order to ensure Barbie’s continued success, Mattel must seek out fresh opportunities.

In the latest Barbie movie, the brand will be reinvented, showcasing its growth and embracing the future.

Using social media, viral marketing, and strategic collaboration, brands and advertising professionals for companies such as Bloomingdales and Gap have used Barbie’s iconic intellectual property (IP) as a marketing tool to generate awareness for the movie and their respective products before Warner Bros Barbie premieres on July 21.

As a result, “Barbiecore” – the new pink plastic trend – is everywhere, from Burger King’s pink burger to Ruggable’s limited-edition rug.

Pink billboards adorn Malibu, and an Airbnb listing offers a life-size Barbie dream house. There has been a renaming of Barbican tube station in London to Barbiecan. Xbox controllers with Barbie themes are even available.

The number of marketing alliances seems overwhelming considering that the budget is rumoured to be around $150 million. For Mattel and its partners, the numerous collaborative product launches and campaigns will result in a successful return on investment.

Given the zealous marketing efforts, some wonder whether the genuine Barbie doll and the movie and product partnerships will increase sales. Some wonder whether Barbie is simply an outlier or if it is becoming a new benchmark for how Hollywood intellectual property films develop strategic alliances.

Most digital platforms immediately reported the Barbie news after it broke. There is a sense of saturation when Barbie is seamlessly integrated into every conceivable product and aspect of everyday life.

As a result of Mattel’s size, most marketers, advertising experts and industry analysts believe that customers will eventually grow accustomed to oversaturated Hollywood IP promotion.

This can be attributed to the brand Barbie’s sense of safety and nostalgia for marketers. As an example, Airbnb is a classic Barbie partner, offering a unique brand experience.

In contrast, Lipton and Barbie’s target audience have no connection at all. It is safe to say that not every brand must focus on what is ‘in’ and what constitutes ‘their’ culture.

Consumers will watch the movie regardless of whether they love or loathe Barbie, as brands have constructed narratives catering to both ends.

In 2022, Barbie mentions on TikTok increased by 191 percent and on YouTube by 80 percent, according to Snack Content. Over nine billion videos have been viewed on TikTok using the hashtag #Barbie.

In the first half of 2023, TikTok, YouTube, and Instagram reels used the #Barbie hashtag 145 percent more than they did in 2022.

Besides the traditional interest in Barbie and its subsequent usage, social media has played a crucial role in propelling it further with its cohesive digital strategy, as well as the meme game that piqued curiosity.

There is, however, such a lack of control and monitoring of the brand image and legacy nowadays because people consume media in such a haphazard and subtle way. Marketing professionals find it difficult, sometimes incalculable, to gauge impact and calculate return on investment for products when influencer marketing is wreaking havoc on numbers.

The oversaturation of Barbie’s marketing campaign will have lasting effects on the marketing industry. Barbie is all about reaching the right audience, creating optimum social media impressions, and collaborating with unique brands to reach the target audience.