Greta Gerwig’s Barbie: The Movie finally hits theaters on July 21. While many things about Mattel’s big-screen moment are still under wraps, the movie about the iconic fashion doll is already making waves across social media and beyond.
THIS DREAMHOUSE ISN’T JUST A DREAM
Mattel and Warner Bros. are using the small screen to promote Barbie’s big-screen turn. This year, HGTV will premiere Barbie’s Dreamhouse Challenge, a reality show in which 15 home design and renovation experts will attempt to re-create a real-life Barbie Dreamhouse, with different areas of the home inspired by different eras in Barbie history. Trailers for the show also cross-promote Barbie: The Movie.
THIS BARBIE IS GOING VIRAL
Alongside the second Barbie: The Movie teaser trailer, on May 4, Warner Bros. released a series of more than a dozen character posters featuring the cast alongside descriptive phrases such as “This Barbie is President,” “This Barbie is a mermaid,” or “This Barbie is always in the splits.” This sparked a flood of social media content and memes, which Warner Bros. and Mattel helped fuel with an official Barbie Selfie Generator and a matching TikTok filter.
THIS MERCH IS MYSTERIOUS
Mattel and Warner Bros. have taken a page out of the Marvel playbook for Barbie: The Movie, keeping tight-lipped about the plot and keeping movie-specific merch under wraps for as long as possible. The first (and, until early June, only) merchandise available for the movie leveraged the Mattel Creations website, which targets the kidult collector audience. The products included a sweatshirt, a T-shirt, a baseball cap, and a mug, each decorated with the movie’s logo. In keeping with the mysterious vibe surrounding the film’s plot, Mattel President and Chief Operating Officer Richard Dickson commented on the trailer by stating: “Whatever you think it is, it’s not.”
Auto World Barbie 1986 Chevy Corvette 1:18 Scale Diecast | Source: Round 2
THIS BRAND IS EVOLVING
Outside of movie-specific partnerships and promotions, Mattel continues to leverage nostalgia for the Barbie brand through cross-category licensed products. These collaborations appeal to the same adult fans that the movie targets. Recent launches include a new collection of Barbie rugs from Ruggable, a selection of 1:18-scale Barbie car replicas from Round 2, and an ongoing apparel line from Unique Vintage.
A version of this article was originally published in the 2023 Licensing & Entertainment Issue of The Toy Book. Click here to read the full issue! Want to receive The Toy Book in print? Click here for subscription options!
