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Everyone: The marketing for the Barbie Movies is INSANE!
Me: Child, the movie is the marketing!
Walk with me...
Two years ago nobody was thinking about Barbie.
For the first time, a Barbie movie will hit theaters this Friday (July 21). We're less than a week away from the film's official release, and the film already has millions of impressions, tons of press, and is the talk of the town.
From the buzz about Margot Robbie and Ryan Gosling playing Barbie and Ken to the controversy over which woman artist would be in the title track (there's only one answer, obviously), the film has the attention of everyone. Including us adults who grew up when Barbie was still the premier toy, to the new kids who grew up with Bratz and now LOL Dolls.
The conversations about the marketing for the Barbie movie have been non-stop, but with a rumored budget of $250 million, I'd argue the movie itself is a marketing ploy. As a mom of a 9-year-old little girl, I can say Barbie was losing a bit of her edge to the trendy and modern LOL Dolls. The Barbie Movie is Mattel's way of putting Barbie back on the map.
My daughter loves dolls in general, but the LOL Dolls continue to have her in a chokehold. For birthdays and Christmas, she asks for LOL. She'll still ask for Barbie and other toys, but LOL is always the first thing she says. When we're in a store and she gets to choose one toy, you guessed it, it's LOL Dolls.
I must admit in the beginning I wasn't very pro-LOL. There's a lot of packaging I deem environmentally unfriendly and the dolls were a bit grownup compared to the "wholesome" Barbie. However, after I bought my daughter the roughly $200 LOL House complete with a detachable pool and bathtub, garage, elevator, and more I was a believer. I even started to feel bad for Barbie.
The LOL House had replaced the Barbie Dream House we all wanted growing up. I imagine Mattel knew it too as Barbie sales declined from 2013-2018. They did rise slightly in 2021, but how long would that last?
Body positivity, modern toys, and a changing world just weren't working in Barbie's favor. With a looming fear of ending up like Cabbage Patch, Elmo, Play Mobil, and the other must-have toys that went from all the rage to "Who?" Mattel had to do something smart.
Bringing Barbie off the shelf: Let's make Barbie more than a doll.
Just being a doll on the shelf isn't enough to get sales anymore. The market is crowded, and Mattel's once main brand had lost its allure. Barbie needed to be more than just a doll to draw in a younger more vibrant audience.
Making a movie was one of the smartest choices the Barbie marketing team could make. Cinema seems to be one of the few forms of entertainment that's surviving the test of time. Post-pandemic, amid countless streaming services and ramped piracy, box office hits are still bringing in numbers in the millions. Something about the big screen still attracts people.
Moreover, movies and toys go hand-in-hand. Look at the countless Marvel characters and video game characters that have been turned into movies. Even Legos has used movies to remain relevant amplify their brand and push sales.
Mattel knew if Barbie was going to survive, they had to bring her to the Big Screen.
Let's be honest, Barbie's storyline had grown bland. Aside from the B*tch having everything, she also has a million jobs, houses, jets, and cars. Still with all that there wasn't anything particularly special about her. Until now...
Make Barbie relatable again!
The Barbie Movie provides Mattel the opportunity to not only get Barbie in front of more potential buyers, but they can give her a new life. I have no clue what the storyline is for the movie, but I do think giving Barbie a new storyline will boost sales.
Because of both mass and social media, being relatable is a huge marketing strategy right now. However, currently, no one can relate to Barbie. She has no coined sayings. Her style is somewhat outdated. There was nothing about her that connected to the little girls of today. This movie - whatever the storyline is - provides an opportunity to create an entire culture around Barbie. From quotable moments to memes to "I wanna be like her" moments that she didn't have before.
This is genius on behalf of Mattel's Barbie marketing team. Women my age will be sharing memes saying "no because I-" and "This ate" while girls my daughter's age will be laughing at kid-friendly punchlines and in awe of the ultra pretty in pink lifestyle
Marketing the movie to market the toy.
It's safe to say the movie is a marketing ploy for the toy, which explains the guerilla marketing efforts. The rollout for this film has been over a year in the making, including partnerships with quite a few notable brands.
Cold Stone Creamery offered a limited-time Barbie Cake and ice cream blend. Xbox released a Barbie Dream Console and a series of controller covers. Burger King Brazil featured a Barbie meal with a pink sauce-topped burger and a shake complete with a doughnut. Gap has all the Barbie gear and apparel you need. The title track, Barbie World mixes the classic and new-age with artists Nicki Minaj and Ice Spice. And what happens when you search Barbie Movie director Greta Gerwig on Google? Let's just say the team did their BIG ONE marketing this movie.
Will the hype haul in the sales?
I will be watching the Box Office numbers for The Barbie movie release. Most importantly, I will be watching Barbie sales. Releasing the movie in July is perfect timing for it to be fresh on minds for Christmas shopping in December and even more of a bonus for those moms who start their holiday shopping in August.
My key takeaways from The Barbie movie rollout:
Marketing channels aren't always the typical print or digital. Media encompasses much more. Think bigger when marketing your products or services.
Collaboration creates buy-in. Barbie is everywhere. From clothing, to toys to food and beverage. Think about strategically collaborating with other brands when rolling out a new product.
Get in people's faces. Everyone's talking about Barbie both on and off of social media. They've collaborated with so many brands Barbie is everywhere, creating a ton of word of mouth. Don't be afraid to go crazy promoting your business. The key is to find a creative way to do it that engages folks and gets them talking!
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