Ever since its creation in 1959, Barbie has become an iconic brand that has made an enduring impact on popular culture. The plastic doll, with her long blonde hair and slender body, has been both controversial and admired. What is certain is that she has made an indelible mark on the history of toys.
Barbie is more than just a doll; over the years, she has evolved into a brand that represents diversity and inclusion.
Since its inception, Barbie has been a doll representing independence and determination. She has had over 200 careers, ranging from astronaut to dentist, inspiring girls worldwide to imagine big and believe in their potential.
Through the recent release of the Barbie movie set for July 21, 2023, the brand has proven its capability to innovate and adapt to societal changes while targeting a fresh audience.
The Barbie movie has not only been successful at the box office, but it is also an example of a well-executed marketing strategy.
The origins of the Barbie brand and its creator Ruth Handler
Barbie is famously linked to dolls and toys, yet the story behind this legendary brand is intriguing. In 1959, Ruth Handler, one of the co-founders of the Mattel toy company, designed a plastic doll with a slim, tall figure, blonde hair, and blue eyes. Handler named the doll Barbie after her daughter, Barbara.
Handler wanted to create a doll that differed from traditional baby or little-girl dolls available at the time. Handler aimed to create a doll that represented an independent, adult woman with a diverse range of professions.
Ruth Handler created an early version of Barbara Millicent Roberts after being inspired by the German doll, Bild Lilli. The latter, a tall and slender plastic figure, was aimed at adults and sold in men’s gift stores.
Barbie was immediately successful, prompting Mattel to broaden its product line to encompass Ken, Barbie’s boyfriend, as well as her family and friends. The doll was distributed globally and rapidly became one of the most recognizable and cherished toy brands.
Barbie’s success can be attributed to her message of female empowerment, rather than solely to her appearance. During a period when there were scarce successful female role models for women to look up to, Barbie provided an image of an autonomous woman with an assortment of professions and skills. This served as an inspiration for generations of girls to aspire towards their ambitions and accomplish their aims.
Barbie’s marketing strategy
Barbie created a marketing strategy that sparked discussions and excitement around the movie. To ensure the movie’s success, Barbie leveraged collaborations with renowned personalities and brands, as well as provided tailored products and experiences.
An impressive cast
Margot Robbie and Ryan Gosling’s casting was not an isolated incident, but rather one of Barbie’s most strategic moves. Singer Dua Lipa and artist Karol G have also been added to the cast, raising expectations even higher.
Beyond assembling a remarkable cast, Barbie has utilized social media and digital marketing over the course of several months to achieve global visibility, a feat that few brands have accomplished.
Barbie’s Selfie Generator
After the official trailer release, the team behind Barbie’s promotion created an artificial intelligence tool that enables consumers to design personalized movie posters. This has kept Barbie’s brand trendy on popular social networks like TikTok and Instagram.
Barbie’s Dream House in Malibu
Customizing products and experiences has been a significant aspect of Barbie’s marketing strategy. Limited edition dolls, clothing, makeup, accessories, and even Xbox controllers are some of the products that have been inspired by the movies.
Barbie’s Dream House, an impressive pink mansion inspired by the iconic doll’s universe, is located in Malibu, California, only a 40-minute drive from Los Angeles.
The mansion has three floors, a swimming pool, and multiple spaces to enjoy a movie night. The interior decor features classic Barbie and Ken designs, such as the cowboy theme or the music.
What is most surprising about Barbie’s Dream House is not its amenities, but the fact that it has been listed on Airbnb for rent, with no charge at all. To celebrate this partnership, Airbnb will make a one-time donation to Save the Children, in recognition of the promotion of girls’ empowerment.
Barbie’s film has been a box office success.
Barbie’s well-planned marketing campaign has yielded positive results at the box office. The movie has become a hit at the box office, indicating that the brand’s popularity is still relevant in contemporary culture.
The success of the Barbie movie can be attributed not only to the well-thought-out marketing strategy but also to the brand’s adaptive abilities. The Barbie movie marks an evolution of the brand from representing a single concept of beauty and profession to representing diversity and inclusion.
Barbenheimer: A double feature that will be remembered in film history
Barbie and Oppenheimer, two of the most anticipated films of the year, are set to be released on July 21st. Consequently, the social media buzz has already started, with memes and countless comments about both movies.
Despite the desire of critics and the film industry to turn this coincidence into a competition, there has been a recent trend of promoting both releases together.
Hollywood has promoted this strategy by inviting viewers to watch both movies. As a result of this clever move, the hashtag “Barbenheimer” has become very popular on social media.
Visuals such as images, posters, and videos that combine both movies and styles, along with theories of a multiverse, have led to one of the most innovative marketing campaigns. The campaign successfully evolved from direct competition to peaceful coexistence, benefiting Hollywood.
This successful campaign not only resulted in the sale of more than 20,000 tickets for a double feature at U.S. theaters but also generated curiosity among thousands of fans who will be attending theaters to watch both movies on the same day. They find it ironic to see two star-studded movies with such contrasting themes.
Marketing has played a significant role in Barbie’s success.
The Barbie movie exemplifies how a brand can reinvent itself and adapt to changes. The film’s marketing strategy showcases how Barbie effectively utilizes all available resources to create buzz and excitement around her products.
Beyond its marketing strategy, the Barbie movie proves to be a significant landmark for the brand and highlights its ongoing commitment to innovation, adaptation, and creating an enduring legacy in the toy industry.
