Barbie Movie Marketing Success: Key Strategies Revealed

The Barbie movie marketing success was no accident. It involved strategic collaborations, adapting modern messaging, and using multi-platform distribution. These elements drove the Barbie movie marketing success to new heights, reviving the brand globally. Understanding the Barbie movie marketing success can offer valuable insights for businesses looking to create a viral buzz and connect with diverse audiences.

When I see major commercial successes, I want to understand them.
When I see successful business models, I want to replicate them.
And when I see a product generating massive revenue,
I want to know what went on “behind the scenes”
and uncover the “lab hours” that led to the success.

So, I went to see the “Barbie” movie.

On the surface, I’m not the classic target audience (a 46-year-old straight man),
but I’m willing to be the target audience for any film
that grosses over $1.5 billion worldwide in just two months (!),
because such success clearly involves a lot of work,
over a long period, by many companies and organizations,
with a lot of risks being taken.
Everyone is amazed by the crazy success of the “Barbie” movie,
which became a global and trendy phenomenon, building an entire economy around it this year.
I wanted to see and understand—how did this happen, and why?

Not only did I watch the movie in the cinema,
but I also attended an engaging marketing conference
where the CMOs of the companies that brought the film to Israel
revealed its commercial success secrets, both globally and locally.
I also listened to an insightful lecture by Ayelet Toren-Dover, CEO of Binsight,
who researched the global phenomenon known as “Barbie.”

It might seem that the success of the “Barbie” movie was inevitable, but that’s far from the truth.
On the surface, it’s a simple, flashy movie
meant only for genre fans and women who grew up with Barbie dolls.
In reality, it’s a very deep and complex film (in my opinion),
filled with insights that resonate with the spirit of the times—
feminism, diversity, equality, women’s empowerment, collaboration, and more.
(The director, Greta Gerwig, took the film in amazing and important directions.)

On the surface, the Barbie doll (first produced in 1959)
represents the perfect model of the female body and a very superficial message.
In reality, in recent decades, the “Barbie” merchandising world has evolved,
and as early as the 90s, Mattel,
the manufacturer and owner of the global brand,
changed Barbie’s body structure.
Today, Barbie comes in multiple body types, dozens of skin tones
(including Black Barbie, Asian Barbie, etc.),
countless hair styles and fashion looks,
and the doll has had over 200 different careers (!).

On the surface, Barbie has a huge fanbase
who should immediately rush to see the movie—
so the massive success seems logical,
and it shouldn’t take a “marketing genius” to succeed with this film.
In reality, it’s a brand that has significantly weakened and declined
from its peak over the past decades.
Here’s a quick test for women—how many of you received Barbie dolls as gifts
when you were little and played in the “Barbie house?”
I assume most of you…
How many of you bought Barbie dolls for your daughters in recent years?
I assume very few of you…
That’s the point—the film created a renewed buzz around the brand worldwide,
leading to a resurgence in doll and accessory sales.

So, what are the marketing secrets that created the “Barbie” phenomenon in 2023
(the Barbiemania that swept the world)
and the entire economy surrounding the film?
I’ll highlight three prominent marketing principles—

The First Principle – Collaborations.
Mattel believes in partnerships and understands there’s a limit
to how many products they can sell alone.
So, they approached various companies and organizations from different sectors
to collaborate on activities and products that align with the movie and the dolls.
Toy companies, clothing brands, retail chains, makeup companies,
and even real estate firms partnered with Mattel.
For instance, Airbnb created a giant “Barbie house” in California
where you can rent rooms (at an exorbitant price, with a long waiting list)
and experience the full “Barbie” vibe.
Clothing brands released entire lines based on Barbie, and more.
Even in Israel—Golada ice cream, for instance, launched a Barbie flavor
(pink ice cream with a sweet candy flavor).
Azrieli malls set up Barbie activity areas,
with craft corners and games for children, and more.
A whole buzz was created, with every company promoting “complementary products” to its audience,
so many different groups learned about Barbie,
even if they weren’t the classic target audience.

It’s important to note, as mentioned in the conference I attended,
that most of Mattel’s major partnerships today
(more than 700 collaborations worldwide!)
didn’t emerge in recent months.
They were formed long ago (the new movie had been in talks for 3-4 years),
and most partners took a risk, investing significant time, money, and energy—
without knowing if it would succeed
or if the brand would regain its former glory.
Today, companies line up to collaborate with Mattel,
but in the past, Mattel had to initiate outreach and work hard
to make global giants want to align with its messages and products.

The Second Principle – Adapting Messages to the New, Changing World.
The old brand—which spoke of one classic, conservative beauty standard—is outdated.
To reinvent itself as a desirable, relevant, and current brand—
the movie’s messages, and its marketing campaign,
had to adapt to the era of “Me Too,” the women’s revolution,
occupational diversity, and the culture of “political correctness.”
Without spoiling it for those who haven’t seen the film (recommended!),
the movie both acknowledges the brand’s past (and even pokes fun at it)
and speaks about the present, conveying an equal and empowering message for women
that says, “You can be anything,”
while maintaining the authenticity of each person.

The Third Principle – Multiple Distribution Platforms.
For content to be “viral” and get maximum people talking about it,
it needs to reach various audiences—hence the collaborations.
It must be relevant, and people should relate to it—
hence the updated messages.
But the third key to success is—
the content needs to “echo” across maximum platforms—
both online and in the physical world.

In the physical dimension—
the cinema (the movie) is one platform for the content,
the mall area is another,
the clothing store is yet another place where you see Barbie,
the ice cream stand is the same.
Billboards on Ayalon Highway—same idea.
A business conference discussing the film’s success—again, the same.
And so on.

In the digital realm—
people going to see the movie are photographed in pink clothes
and share it on social networks—
TikTok, YouTube, Instagram, Facebook, and more.
The digital campaigns encourage viewers to dress in pink
when they go to see the movie
(and then walk around in pink in public—more “viral marketing”)
and document it.
Thus, viewers become active “ambassadors” of the movie and brand,
spreading it to more and more audiences.

The “Holy Trinity”—
updated, emotional content that reaches diverse audiences across multiple platforms—
creates the Barbiemania phenomenon.
With such success, I assume we’ll see sequels in the coming years…

Now for your takeaway—
How can you make your content as “viral” as possible?
How can you get your products and services in front of more people?
How can you create the right partnerships for your business?
And what will you take from this article to apply to your business and career?

Feel free to write to me
in response to this newsletter,
at yaniv@yanivzaid.com
or via WhatsApp at 054-8001200.

I promise to respond to everyone.

Yours, with love,
Dr. Yaniv Zaid

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