In light of the actors’ strike, movie stars are currently unable to promote the new “Barbie” film. However, Mattel, the toy company and maker of Barbie dolls, has been working diligently to keep the movie at the forefront of people’s minds before its release on Friday.
To accomplish this, Mattel has partnered with various consumer brands to release limited-edition merchandise. These brands, spanning from luxury apparel to fast food, have eagerly embraced the opportunity to capitalize on fan interest in the film by infusing their products with the iconic pink Barbie theme.
“This creates buzz and excitement for their products, especially during the slower summer period. It’s a classic approach to merchandising tied to a movie, which has its pros and cons,” explained Allen Adamson, co-founder and managing partner of Metaforce, a marketing and branding agency, in an interview with CBS MoneyWatch.
Partnering with numerous consumer brands poses no real risks for Mattel and Warner Bros., the film’s studio. However, the success of this collaboration for brands like Airbnb, Balmain, Crocs, and Gap, will ultimately depend on the movie’s popularity among audiences.
“Merchandisers can only benefit if the movie does well,” stated Adamson. “If the movie flops, there will be a surplus of pink merchandise up for sale.”
From Haute Couture to Fast Food
Fashion houses like Balmain and jewelry maker Kendra Scott, as well as pool float-maker Funboy and home-sharing service Airbnb, have all joined forces with Mattel to produce Barbie-themed products and experiences. Airbnb even offers a chance to stay at Barbie’s Malibu Dreamhouse for one night. Additionally, department store Neiman Marcus exclusively sells a Balmain x Barbie collection, including a limited-edition hoodie priced at $1,350.
Even fast food giant Burger King has jumped on the bandwagon by selling burgers with pink-colored sauce for a limited time in Brazil.
Mattel and clothing brand Gap have also formed a partnership to release a Gap x Barbie apparel collection, featuring Barbie-branded clothing items such as T-shirts, hoodies, and button-down shirts, available at gap.com.
“We are thrilled to collaborate with Gap, combining Mattel’s iconic brand portfolio with Gap’s signature products,” said Josh Silverman, chief franchise officer and global head of consumer products at Mattel, in a statement announcing the partnership.
In addition to these official collaborations, several other brands are capitalizing on the Barbie buzz by offering pink-themed products and experiences. Vacation rental companies Hotels.com and VRBO have compiled a list of pink properties for those seeking to live like Barbie.
For example, you can stay at a pink A-Frame house in Texas for $400 per night. Every detail, from the sofa to the tableware, is pink.
According to Adamson, the abundance of Barbie-related merchandise is beneficial for Mattel and Warner Bros. as it generates more visibility for the film. Barbie doesn’t require a theater visit to capture attention; her presence is everywhere.
However, from the standpoint of other brands, there could be an overwhelming amount of merchandise on offer for consumers to choose from.
“All these brands are trying to align their sales and ride the wave of Barbie’s buzz this summer. They all hope to leverage it as a springboard from obscurity,” explained Adamson.
Whether the movie becomes a blockbuster or a flop, store discount racks may soon be flooded with pink merchandise.
“Success lies in the movie’s performance and audience reception. It needs to be more than a passing trend, and only time will tell how long the buzz will last,” Adamson concluded.
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