In case you didn’t know, 2023 is Barbie’s world, and we’re all just living in it.
The highly anticipated Barbie film has seen the world turn pink, catapulting the iconic Mattel doll that has graced playrooms for generations to screens across the globe. The film has outperformed all expectations, breaking box office records and bringing in more than £276m worldwide during its opening weekend.
It’s clear that no stone has been left unturned from the Mattel marketing team, as unless you’ve been stuck in a plastic toy box, everywhere you look brands seem to have launched a Barbie collaboration or collection – in fact, Mattel secured over 100 brand partnerships ahead of the film’s premiere.
Whilst brand partnerships are nothing new, the efforts of this extensive marketing campaign are clearly paying off, with the sheer number and fervor of Barbie-branded collaborations feeling slightly overwhelming.
But which campaigns have launched us into Barbie Land? Here’s some of my favourite marketing stunts that are both plastic and fantastic.
Barbie’s Dreamhouse x Airbnb
Who wouldn’t want to stay at Barbie’s Dreamhouse?
Thanks to Airbnb, that dream can be a reality, as the platform has listed Barbie’s Malibu dreamhouse on their platform, adding “While everyone’s favourite doll makes her live-action film debut, Ken is handing over the keys and hosting an overnight stay in the newly renovated and iconic Malibu Dreamhouse”.
Available to request to book for a one night stay, the mansion, located in Malibu is everything you could imagine, dripping in hot pink décor from top to bottom.
Barbie Selfie Generator
It’s no surprise that Barbie turned to AI to support its promotional campaign, and it’s a perfect example of how virtual AI photo booths are revolutionising the marketing industry to engage target audiences.
Barbie teamed up with PhotoRoom, an AI photo editing app to create an official ‘Barbie’ selfie-generator filter ahead of the film’s launch, using creative visuals to allow users to become a part of Barbie Land. Fans headed to social media to share their own personalised Barbie avatars, with a sparkly background to match.
In total, the interactive filter has been user over 13 million times since releasing in April – visit the link here if you fancy giving it a try!
Barbie x Bumble
If AI generated selfies and staying in a Barbie Dreamhouse wasn’t enough, you can add a touch of Barbie magic to your dating life too. Teaming up with Bumble to Barbie and Ken your dating coaches, Bumble users can match with the many Barbies and Kens from the film to receive motivational messages as they navigate their dating life.
The fun messages shine a light on the dating app’s compliments feature, a message-before-match feature to help users be even more intentional about starting conversations in a positive way.
Barbie x Beis
In another step towards a pink world domination, Mattel has launched a limited-time luggage collection with popular travel accessories brand Beis. The popular luxury luggage range has been reimagined with a new colourway – magenta-pink, guaranteed to make all the boys wink at the departure lounge.
Founded by Canadian actress Shay Mitchell, Beis sold out the limited edition collection in an incredible 23 minutes, launching a rare restock to keep up with demand.
Embracing Barbiecore
Numerous fashion and beauty brands have jumped on the Barbie bandwagon to ensure fans can immerse their style in all things pink.
From the Forever 21 x Barbie collab which perfectly resonates with y2k and 90’s nostalgia that’s currently causing waves in mainstream fashion, to an exclusive makeup collaboration with NYX Professional Makeup (think bright colours and plastic fantastic packaging), there’s something for every Barbie and Ken.
The Barbie marketing team have propelled the film with its series of brand collaborations to entice the masses to the big screens. And its success is not just due to the star-studded cast line up – it’s a testament to the hardworking marketing team.
If you’re interested in learning more about how what’s trending and how to utlise this for your brand through the use of partnerships, get in touch with hello@hatch.group.
