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Pretty in pink: 'Barbie' marketing blitz hits fever pitch
Barbie mania is everywhere as the hotly anticipated film hits theaters worldwide.
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Australian actress Margot Robbie poses on the pink carpet upon arrival for the European premiere of “Barbie“ in central London on July 12, 2023. (AFP/Justin Tallis)
H
ollywood A-listers have been walking red carpets in hot pink, glitter is back, and companies from The Gap to Burger King are doing rose-colored collaborations: Barbie mania is everywhere as the hotly anticipated film hits theaters worldwide.
Toy maker Mattel, who first unveiled the iconic doll in 1959, has reached about 100 licensing agreements for everything from roller skates to toothbrushes in connection to director Greta Gerwig's summer flick.
Of course, Barbie is big in the beauty world too -- lipsticks, blushes and mirrors all bear the famous logo.
"In the 30 years that I have been tracking and analyzing box offices and trends, I've never quite seen anything like this before," said Paul Dergarabedian, a senior media analyst at Comscore.
"Barbie is tailor-made for marketing," he said. "It's perfect because Barbie is a toy, it's already a product, and beyond that, it's a lifestyle and a color."
The movie, which stars Margot Robbie as Barbie and Ryan Gosling as boyfriend Ken, has been hyped as one of the biggest blockbusters of the season, with numerous premieres held around the globe ahead of Friday's debut in US theaters.
Of course, that promotion blitz has been curtailed at the 11th hour, with Hollywood actors now on strike over pay and other conditions.
