The new ‘Barbie’ movie is a modern phenomenon. The film seamlessly blends timeless charm and modern themes, captivating audiences across generations. ‘Barbie’ made history at the box office, ranking in a whopping one billion in just three weeks.
In the ever-evolving landscape of marketing, the ‘Barbie’ movie franchise emerges as a shining example of a new and modern approach to brand promotion. You probably saw ‘Barbie’ content in posts or ads all over your social media feeds. The movie’s marketing team was on their game. By partnering with a plethora of brands the ‘Barbie’ movie set a new standard for collaborating branding.
From fashion labels and tech companies to music artists and home brands, each collaboration brought a unique product in ‘Barbie’ fashion, which usually meant something wonderfully pink. Brand collaborations include:
- Airbnb
- Burger King
- Glassdoor
- Aldo Shoes
- Tangle Teaser
- Forever 21
- Kipling
- Cotton On
- Cold Stone Creamery
- Bloomingdale’s
- Gap
- OPI Nail Polish
- Crocs
- Kitsch
Yes, even Google. This wide array of brands caters to a broad audience, making the ‘Barbie’ brand relevant and attractive to a global consumer base.
‘Barbie’ makes itself relevant by embracing cultural trends. By partnering with trending brands and engaging in viral TikTok challenges, the franchise taps into the attention of younger audiences that are peeled to digital virality.
Speaking of going viral…collaborative branding invites consumer participation. Fans are encouraged to interact, share, and even influence elements of the franchise. This transforms them into brand advocates and trend pushers.
By embracing collaborations and exclusive experiences, the ‘Barbie’ movie epitomizes the future of marketing – one where brands are dynamic, multifaceted, and deeply intertwined with people’s lifestyles. A new standard has been set, truly.
-Allison Housley