A look into ‘Barbie’s’ $150-million genius marketing campaign

Barbie The Movie Marketing Success

Come on Barbie, let’s go party. 💗💗

After months of build-up on social media, the Barbie movie was finally released last week and we 100% needed a permanent spot on the grid for it!

As Marketers, we were blown away by the success of their marketing campaign – which has got everyone talking. Fans planned bottomless brunches and parties for the official release date, and over the past two weeks Margot Robbie has been gracing global premieres in outfits inspired by real-life Barbie dolls.

Pink billboards – which only contain the film’s release date appeared in cities worldwide and a pink Barbie DreamHouse appeared in Malibu, which superfans could rent on Airbnb. Barbican tube station was renamed Barbiecan and a pink Tardis also appeared at Tower Bridge. And that’s not to mention the hundreds of licensing tie-ins – from shoes to clothing collections to Barbie Xbox controllers.

So if you feel like you’ve been seeing Barbie everywhere, you’re not imagining things. The buzz that the film has generated is no coincidence – Mattel’s Barbie division has spent $100m on marketing this year, according to Media Radar. It also marks the first major step in the company’s business transformation from toy maker to an intellectual property-driven outfit.

So what’s next for Barbie? I guess we’ll have to watch the movie to find out!

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