Marketing Teardowns
3 min read - August 30, 2023
Barbie, the iconic blonde plastic doll, has taken the world by storm with the highly anticipated release of the Barbie movie. The frenzy surrounding the film is no coincidence; it's the result of a meticulously crafted marketing plan executed by Mattel's Barbie marketing team and studio Warner Bros. The movie's success lies not only in its star-studded cast and acclaimed director but in the ingenious brand partnerships and collaborations that have propelled Barbie's reach to unprecedented heights.
The Barbie marketing team has redefined brand partnerships with over 100 collaborations, turning Barbie into a pop culture sensation. From fashion brands like Gap, Bloomingdales, and Forever 21 to travel accessories brand Béis, and even dating app Bumble, all have joined the Barbie universe with exclusive collaborations. Some brand partnerships offer 5-15% of sales to Mattel, resulting in substantial revenue from each product sold under the Barbie brand. What’s even more genius is each partnerships was careful curated for their target market.
#1 The Hype Before Launch:
The marketing campaign leading up to the Barbie movie's release has sparked a kind of mob hysteria. The Barbie fever, in many ways, is manufactured mania, backed by a Hollywood blockbuster marketing budget. While the total marketing spend has not been confirmed, big studios often invest over $100 million on major releases. This initiative created the demand for the partner products before the products or movie was even released.
#2 Finding Love, Barbie Style:
Bumble, the dating app, collaborated with the movie to turn Barbie and Ken into IRL dating coaches. Users received dating advice from various movie characters, encouraging meaningful connections and adding a delightful touch to the dating experience.
#3 The Selfie Generator Frenzy:
The marketing journey commenced with a viral selfie generator, allowing fans to become Barbie themselves and create personalized taglines. The internet went wild with memes, celebrities like Gwyneth Paltrow and drag artist Trixie Mattel joining in, making the campaign an instant hit.
#4 Living the Dreamhouse Fantasy:
Barbie's Dreamhouse became a symbol of aspiration and luxury, thanks to a partnership with Airbnb. Lucky fans had a once-in-a-lifetime opportunity to stay in Barbie's life-size Dreamhouse in Malibu, complete with Ken's cowboy accessories, guitars, and rollerblades.
#5 Barbie on the Move:
The Béis x Barbie luggage collection capitalized on Barbie's jet-setting lifestyle, offering suitcases and travel bags inspired by her signature pink colorway. The collaboration with actress Shay Mitchell's brand was a hit among millennials, contributing to substantial sales and revenue.
#6 Fashionably Pink:
Fashion retailers like Forever 21 and Claire's tapped into the '90s nostalgia with Barbie-themed clothing collections, catering to a generation longing for a touch of their childhood.
#7 Barbiecore Infiltrates Lunch:
Burger King Brazil stirred up the internet with a Barbie-themed meal featuring a cheeseburger topped with a smoky pink sauce and a pink vanilla milkshake. The quirky menu item capitalized on TikTok virality, driving social media engagement.
Mattel's Barbie marketing team and Warner Bros have orchestrated the smartest movie promotion plan, turning Barbie into a global sensation once again. The strategic brand partnerships, creative licensing deals, and ingenious marketing campaigns have been the driving force behind Barbie's soaring popularity.
As the Barbie movie hits theaters, it is poised to become a box-office success, making a splash with projected earnings of over $100 million in its opening weekend. The Barbie marketing extravaganza has captured the hearts of fans worldwide, showcasing the true magic of collaboration and innovative marketing strategies.