But that’s just it. There has been A LOT OF pink. Everywhere. 

While Mattel certainly secured a number of licensing agreements with specific brands such as Airbnb, Crocs and even Burger King, we saw brands all over the world hop on the Barbie-Bandwagon – thrusting fuchsia hues into their newsletters, magenta-pink into their ads, and the ‘Hi Barbie’ audio into their TikToks. You need only open your inbox, Instagram or even walk down the Highstreet and be accosted by ‘Barbie-fied’ retail in every direction. 

Trends Aren’t For Everyone…

Now we all love a trend, but doesn’t it just feel a little saturated? Sure certain brands (both official and unofficial sponsors) align with the Barbie message, but surely brands selling the likes of dog food or gardening equipment (as an example) have little, if any correlation with the glittery pink world of Barbie?

Brand collaborations and trends are a powerful marketing tool if used appropriately, and as businesses strive to stay relevant they really should be questioning whether or not their products truly align with fleeting fads on social media (not to say under any circumstance that Barbie is a fleeting fad – I’m very much onboard the pink rollercoaster to Barbieland). However, you do need to think about it – are your consumers really going to care if every single one of your pink products is on the homepage – no. If they want to buy a spade… they’ll buy a spade.

In the current uncertain climate, where marketing budgets demand careful consideration, it becomes crucial for brands to align in a way that feels genuine and organic to their audience. By doing so, you can avoid your campaigns from getting lost in the sea of similar promotions. Plus you might even stand out in the eyes of the consumer (you DON’T sell anything pink? How daring…).

The Brands that #Nailed it

There’s no denying that the Barbie marketing team has succeeded in generating considerable hype for the film – causing complete ‘Barbie-Mania’ and out of the 100+ licensed Mattel partners, there are a couple (who we felt) really nailed the partnership.

Google

Across July, if you typed the term “Barbie” into Google, you were greeted with a display of pink sparkles. The same effect happens when users search for the terms “Margot Robbie” and “Ryan Gosling”, who both star in the film, and “Greta Gerwig”, the director of Barbie. The success of this campaign lies in its potential to intrigue and captivate users, driving them to share their discoveries with others. As word of this search experience spread, it undoubtedly sparked interest and organic exposure for the Barbie movie, expanding its reach to a wider audience.

Forever 21

The fashion retailer Forever 21 has taken a bold step by launching a clothing line in partnership with Barbie, not only in physical stores but also within the virtual realm of Roblox. This move into the metaverse illustrates Forever 21’s commitment to innovation and adaptability in the evolving retail landscape. By embracing emerging platforms like Roblox, the brand demonstrates its ability to stay relevant and attractive to new generations of consumers. Moreover, this omnichannel approach enriches the customer experience by providing diverse avenues for shopping and interaction.

Airbnb

In a marketing stunt ahead of the release of the Barbie movie, a listing appeared on AirBnb offering fans a chance to stay at Barbie’s Malibu Dream House. The pink palace was added to the popular holiday rental company website by none other than Ken himself (played by Ryan Gosling in the film). Fans could request to book the Dreamhouse for two individual, one-night stays on the 21st and 22nd July. This creative partnership aligned perfectly with the film’s concept, which intertwines real life and the world of the toy brand, and invites fans to experience ‘Barbie Land’ in a tangible and immersive way.

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This Barbie needs to check herself into that Malibu Dream House…