After months of build-up on social media, the Barbie movie is finally released next week.
Fans are planning bottomless brunches and parties for 21 July, and over the past week Margot Robbie has been gracing global premieres in outfits inspired by real-life Barbie dolls.
This summer belongs to Barbie. Thanks to the Margot Robbie-led movie and the inescapable marketing surrounding it, Mattel’s 64-year-old doll has once again become America’s sweetheart. Everyone wants a Barbie. Everyone wants to be a Barbie. And everyone wants to go see Barbie — the movie made $337 million worldwide in its opening weekend.
The Barbie movie made headlines last summer over its hefty US$100 million budget. Part of this budget went into its decadent set, which reportedly contributed to a global shortage of pink paint, as well as a massive marketing push that has seen partnerships with Airbnb, Xbox, Forever 21 and a multitude of other brands in numerous sectors.
Branded characters and mascots like Barbie are tied to powerful childhood memories for many. Yet in the age of the metaverse these characters aren’t remaining dolls or television characters. They’re also becoming social media influencers.
Mattel is an IP company as much as they are a toy company and this film proves it! You might ask why on a tech news site you're reading about the Barbie movie. Well because it is literally a tech marketing dream come true! The campaign has all the ingredients to shine your eyes. I’m talking about the clever utilization of one of the most recognizable brand colors worldwide, tons and tons of product partnerships, and even the use of AI and interactivity.
On April 25, 2023, a preview of the film was shown at CinemaCon 2023 in Las Vegas. During the event, Gerwig spoke about her joyful experience filming the movie and said she "cried when I stepped on the set for the first time."
Robbie, who also helped present the preview at CinemaCon, told Gerwig, "You were just so happy; we felt that every day."
While there are currently no plans for a Barbie sequel, Robbie has hinted that another movie is possible. In June 2023, the actress said that the story "could go a million different directions from this point."
The following month, Gergig talked about the possibility of a sequel — or sequels — when she told PEOPLE she hopes her film "is the launch of a world and a bunch of different Barbie movies," adding, "I want to go back to Barbie Land."
While there are currently no plans for a Barbie sequel, Robbie has hinted that another movie is possible. In June 2023, the actress said that the story "could go a million different directions from this point."
Also the movie is using AI generated images to promote the movie too! Stay tuned and go see it to see what all the Barbie fuss is all about!
The buzz surrounding the new Barbie Movie in theaters now has driven up the value of old collectible Barbie dolls. Mattel has sold over a billion Barbie dolls over the years and if you've ever had a little girl in the house, you likely could find a few around the house.