‘Barbie’ Domination: Everything The Film’s Marketing Gets Right

Source: Barbie/Facebook

Jul. 20 2023, Published 8:00 a.m. ET

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There’s been a wave of Barbie mania, and we all have heard something about the new “Barbie” film, which officially hits U.S. theaters July 21.

Much of that awareness is thanks to the wave of social, in-person and TV marketing, with the studio and brands going the extra mile to let the world know that ‘Barbie’ is coming. According to Axios, both Mattel and Warner Bros. Discovery teams generated “Barbie-mania” through social media campaigns, marketing, and brand partnerships. “Our goal for this summer and this year is for Barbie to be everywhere and for her to be ubiquitous,” Liza McKnight, global head of the Barbie and Dolls portfolio, told the publication. “We want to re-engage fans who may not have been with us — the 20-something crowd and older.”

Let’s take a look at some of the eye-catching Barbie campaigns we’ve seen leading up to the anticipated film:

Social Media Usage And The Barbie Selfie Generator

This is what set the foundation for #BarbieCore and was one of the first social media campaigns launched by the PR team. The Barbie selfie generator was released in early April where fans could create their own Barbie meme.

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Over 100+ Brands  And Partnerships For The Film

Both Mattel and Warner Bros. have also secured more than 100 brand partnerships, according to reports. Some notable brands include a Barbie-themed X-Box, Barbie-themed shoes and accessories from retail giant, Aldo, and exclusive strawberry and dragonfruit flavored froyo from Pinkberry. The news site also reported that these brand partnerships are expected to cast a “halo effect” across the Mattel catalog— and will generate a lot of profit in the meantime.

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Source: @mosheisaacian on Twitter
Source: @mosheisaacian on Twitter
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Airbnb Barbie-Themed House To Rent For Stays

In continuation of a successful partnership, there’s a Malibu Dream House courtesy of Airbnb. The decor is the brainchild of Nigerian interior designer Victoria Adesanmi. Fans can book a stay at the home and channel their inner “Kenergy.” According to the listing, guests can try on Ken’s clothes, hit the disco floor, work out under the sun, and take home a set of yellow-and-pink skates and surfboards.

Source: @johnschreiber on Twitter
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Restaurant Pop-Ups In NYC And Chicago

Just when you thought you’d seen it all, cities like Chicago, New York, and Boston have developed restaurants, cool pop-ups, and even boat rides. Fans of all ages can get a taste and feel of Barbie World in their town.

Source: @barbiecafeofficial on Instagram
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Source: @barbiecafeofficial on Instagram

Barbie Soundtrack

What is a highly-anticipated film without a star-studded soundtrack? The playlist consists of some of the biggest singers and rappers. According to Rolling Stone, tracks include “Dance The Night” by Dua Lipa, “Speed Drive” by Charli XCX, and “Barbie World” by Nicki Minaj & Ice Spice (with Aqua).

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By: Briana Boateng

Briana Boateng is an entertainment news and lifestyle journalist Some of her best works are featured in Her Campus Magazine and The Knockturnal. She's also worked in production, as a Newscast Producer at CBS 6 in Albany. Some of Briana's hobbies include eating out, watching interviews, as well as reading lifestyle articles. As a writer for Her Agenda, Briana is dedicated to writing stories that speak to the experience of Black women and all things catered to us and our reality.

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