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Living in a Barbie World


This past weekend, Greta Gerwig's Barbie earned $155 million domestically and $337 million internationally. Although there have been those who call it "man-hating, woke propaganda," it's earning rave reviews from less politicized critics for its smart super-feminist script, radiant performances, and overall pinkness. (Supposedly, its set direction caused a nationwide shortage of pink paint.)

With a movie this big — and with such incredible pre-release promotion — there were bound to be marketing tie-ins. Here's a partial list:

  • Aldo
  • Balmain
  • Bloomingdales
  • Bumble
  • Burger King
  • Crocs
  • Fossil
  • GAP
  • Glasshouse Fragrances
  • HGTV
  • Kitsch Hair Accessories
  • Kohl's
  • Krispy Kreme
  • Impala Roller Skates
  • Joybird
  • London Underground
  • Microsoft
  • Moon Oral Care
  • NYX Cosmetics
  • OPI Nail Polish
  • Pac Sun
  • PinkBerry
  • Primark
  • Ruggable
  • Target
  • Urban Planet
  • Zara

All-in-all, there are more than 100 brands cashing in on Barbie-mania. But, the brand that will benefit most is Mattel itself. Barbie already accounts for one-third of the toymaker's revenue. And the company has been progressive, creating Barbies in a variety of shapes and sizes and skin tones — all of which is proudly on display in the new movie. And, as the film points out, Barbie has broken through glass ceilings that mere mortal women haven't been allowed to yet.

Bottom line ... if you love Barbie, see the movie. If you hate Barbie, see the movie.

Even if you don't see the movie, rest assured you're going to see a lot about the movie, virtually everywhere. We're living in a Barbie marketing world.

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