Who Didn’t Collab With Barbie?
- Natalie Elizabeth
- Oct 11, 2023
- 2 min read
While the Barbie movie promoted through traditional ads and a tour they also went above and beyond collaborating with 30+ brands for one-of-a kind Barbie related items. AKA. Make it in Pink.
You could be dressed in Barbie from head to toe in a Barbie-themed home; they created a "Barbie World" in real life. Let's look at some of the collaborations and how this helped promote the Barbie movie and the brand itself. The cinema and promotions got people talking and buying.
Brand Partnerships
By partnering with established brands in different sectors and with various target demographics, they were able to reach a large audience. Barbie could partner with brands related to the movie or audience and enhance their unique offerings, like the Airbnb Barbie house or the Cold Stone Creamery Barbie sundae.
Benefits of Licensing and Co-Branding
Increasing brand visibility through cross-promotion and product licensing opportunities allowed Mattel to push the Barbie name to the masses. They focused on fashion, beauty, and lifestyle products. They used a form of brand extension, applying the Barbie brand to various products in different consumer segments. It also allows the brands they collaborate with to reach new audiences.
Revenue Generation
By licensing and co-branding, Mattel can create a new form of revenue generation that spans many age ranges besides just selling the Barbie dolls. It brought the name into the light as a lifestyle, as viewers were excited that their favorite brands collaborated with Barbie and released unique and tailored versions of their products.
MerchTainment
A new trend where brands are diversifying their revenue from the source of the movie. Co-branding because it is more accessible globally, as many can experience these co-brands worldwide. They can capitalize on the excitement created by the movie's release.
