Come on, Barbie, let’s go pink branding!

Who cares about the movie? I’m in awe with the iconic marketing campaign! With a wild marketing budget and an overload of pink, a six-decades-old icon came back to life in style to turn into a pop culture sensation.

How? With a lot of personalised content that allows for self-expression and over 100 partnerships. Have a look!

Barbie opens the doors to her Malibu Dreamhouse on Airbnb

There’s a lifesize Barbie Dreamhouse in Malibu you can win a night at. Located in the heart of Malibu, the fabulous life-size Barbie Malibu Dreamhouse will be available to book on October 23 at 11:00 AM PDT by one guest and up to three friends for a two-night stay. The one-time reservation will take place from Sunday, October 27 to Tuesday, October 29.

Go inside the Barbie’s dreamhouse

Architectural Digest gives you a tour of the plastic fantastic set. Taking inspiration from Palm Springs midcentury modernism they’ve created a whimsical fuchsia pink fantasy where slides replace stairs and there’s not a wall in sight–when touring this impressive set it’s hard not to feel a rush of playful nostalgia as Greta states “I wanted to capture what was so ridiculously fun about the Dreamhouses.”

Barbie Selfie Generator

Click here , take or upload a photo of yourself and transform your selfie into a custom Barbie poster with pre-generated texts like „This Barbie is plotting her escape again” and „This Ken is over it.

Design your Barbie Dreamhouse with Joybird

Embrace Barbie’s signature style and design your own home with Barbie inspired furniture by Joybird.

Beis luggage

Béis, Shay Mitchell’s luggage company dropped the pinkest travel collab of the summer with none other than “Barbie.”

Where Oral Care meets Barbie Beauty

Barbie style selfcare starts with an iconic duo featuring a sparkly pink Bubble Mint Toothpaste & matching Electric Toothbrush. In partnership with Moon Oral Beauty

It’s Barbie Makeup Party

NYX Professional Makeup, is launching a limited-edition „Barbie The Movie” makeup collection in partnership with Warner Bros. Pictures to celebrate the movie’s premiere.💄

Uno cards

Game in Style with Exclusive “Barbie” Content

Dream Console, Meet Dreamhouse  

Race like Barbie and Ken in Forza Horizon 5 

Go rollerblading

You can buy those famous rollerblades for $US289 – plus another $US99 for the knee, elbow and wrist protectors.

Barbie loves stilettos. What about Crocs?

Eat pink

Burger King pink burger

Cold Stone ice cream

Does Barbie eat Pasta?

Di Martino Barbie Farfalle are joining the Barbie vibes! Don’t worry, the pasta is not pink!

Spotify Barbie Official Playlist

Doctor Who crossover

Not 100% sure if it’s real or just a stunt, but great idea nonetheless.

Barbie on Bumble?

Barbie and Ken are your dating coaches in Bumble’s newest feature.

Malibu Barbie Cafe New York

And the list continues, but I will stop here. Not before mentioning the famous movie matchup “Barbie” and “Oppenheimer”, a source of so many memes and another clever and creative way to promote two awaited blockbusters.

One thing is for sure. Our social media feed has been pinker than ever, right? That’s because “The devil works hard, but the Barbie movie marketing team works harder.” That’s a quote I found somewhere which stayed with me. Because, let’s be real, Mattel and Warner Bros did the work. Merchandise and licencing bring a lot of money and create a lot of buzz. Audience targeting has been broader than ever before and showing up in different channels that connect people of different genders, sexualities and ages. An opportunity for other brands to capitalize on a Zeitgest moment in order to find new ways to acquire new customers, to promote their own brand by making an emotional connection with customers.

“The evolution of Barbie can be seen as a case study of how brands with legacy reinvent themselves,” Mattel President and COO Richard Dickson said.

Is Barbie launching us into a new era in movie filmmaking and marketing?