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This Barbie is a Marketing Genius!

If you love Barbie, this movie is for you. If you hate Barbie, this movie is for you.

Brand collaborations are becoming more and more important in movies these days. They help connect the story with real-world products and services in a way that makes sense for the viewer. A great example of this is the latest Barbie movie. The film uses brand partnerships not just to boost a product’s popularity but also to tell a story that resonates with the audience.

Barbie has been around since 1959, and it’s more than just a popular toy. It’s a key part of our culture and has made a big impact around the world. Barbie has taken on many different roles over the years, from being an astronaut to the president, showing kids that they can be anything they want to be.

One way Barbie has stayed relevant is by teaming up with other brands including everything from high fashion like Christian Dior to big movie franchises like Star Wars. By working with these different brands, Barbie has been able to reach new fans and maintain her status as a symbol of aspiration and change.

Now, Barbie is making a big splash on the big screen. The latest Barbie movie uses brand collaborations to help tell its story and shake up its marketing strategy. Let’s take a closer look at these partnerships and see how they work.

1. Xbox

Collaboration of Barbie with Xbox.
Photo credits Xbox Wire

In this collaboration, gamers have the chance to win a limited-edition Barbie-themed Xbox Series S through an international sweepstakes. According to Microsoft’s official website, you can win the console through Microsoft Rewards.

The console and controllers are designed based on Barbie and Ken’s onscreen costumes.

The collaboration also extends to the popular open-world racing game, Forza Horizon 5. In the game, you have the chance to acquire two Barbie-themed cars: the hot pink 1956 Chevrolet Corvette EV and the 2022 GMC Hummer EV Pickup. Now you can play in style!

2. Moon Electric Toothbrush

Collaboration of Barbie with Moon.
Photo credits Moon Oral Beauty

Of course, Barbie has great oral hygiene, and you should too with this new Moon electric toothbrush. The packaging on this product is remarkable; it truly looks like a toy from Barbie Land. Housing a fluorescent pink toothbrush, the box resembles the doll’s iconic packaging.

For the toothbrush, you can set it to different modes such as clean, white, polish, massage, and sensitive. You also get two kinds of toothpaste: sparkling pink and bubble mint to keep you fresh and clean!

3. Airbnb

Collaboration of Barbie with Airbnb.
Photo credits Airbnb Newsroom

One thing Barbie does best is host a party. But this time, Ken is hosting!

Located in Malibu, California, this pink wonderland is what dreams are made of. With a panoramic view of the sea, pink dance floors, and vibrant rooms, this house is a must for all Barbie lovers.

You can party at the Dreamhouse starting July 17, 2023.

4. Uno Cards

Collaboration of Barbie with Uno cards.
Photo credits Mattel

What’s a party at the Dreamhouse without card games?

Also owned by Mattel, UNO has been given a makeover featuring the cast of the movie. And of course, the color has been switched from red to Barbie pink!

5. Dragon Glassware

Collaboration of Barbie with Dragon Glassware.
Photo credits Dragon Glassware

The marketing team behind the movie seems to be targeting every age group with this chic Barbie x Dragon Glassware collection.

This very pink bundle comes with a set of glasses for wine, tequila, rum, and vodka. Coasters in opaque electric pink are also included.

6. Krispy Kreme

Collaboration of Barbie with Krispy kreme.
Photo credits Krispy Kremes’s Twitter account

Krispy Kreme’s limited-edition collaboration desserts are the very definition of “Barbiecore.” 

Take your pick between the shiny pink Barbie™ Doughnut and the Original glazed-in “Dreamer” and “Girl Boss” variants. Best paired with the Cotton Candy Chiller, topped with pink sprinkles to complete the Barbie aesthetic.

7. Swoon

Collaboration of Barbie with Swoon.
Photo credits Swoon

While we’re on the topic of sweets, this collaboration is for those looking for a healthier alternative!

This Barbie x Swoon sugar-free pink lemonade is just perfect on a hot summer’s day minus the guilt.

8. Béis

Collaboration of Barbie with Beis.
Photo credits Women’s Wear Daily

Our favorite girl boss loves to travel, so a partnership with a luxury travel bag is a must. 

Shay Mitchell has partnered with Béis to launch their Barbie movie collection including the iconic Béis rolling luggage and the Mini Weekender, both reimagined in pink.

Mitchell launched the collection on her Instagram account on July 5. Since then, the post has garnered over 1.6 million likes and 3,000 comments—and counting!

9. Ruggable

Collaboration of Barbie with Ruggable.
Photo credits Ruggable

This collaboration is for Barbie fans who are in their independent homeowner era.

Ruggable has launched four mats and rugs that straight up look like they’ve been pulled out of Barbie’s Dreamhouse. From subtle pinks to bold and extravagant patterns, these premium rugs are sure to give your home some serious Barbie vibes.

10. Glasshouse Fragrances

Collaboration of Barbie with Glasshouse Fragrances.
Photo credits Glasshouse Fragrances

After a long day of girl-bossing, it’s time to pamper and relax with this Glasshouse Fragrance and Barbie candle collaboration.

The Strawberry & Dream Candle is a soy-based candle with top notes of strawberry and raspberry, the perfect scents to end a busy day. Housing the candle is a pink glass illustrated with different Barbies.

See You in the Theaters!

With the Barbie movie’s early snippets and teasers rocking the marketing industry, the film’s promotional campaigns have certainly captured the attention of both Barbie lovers and otherwise.  

In the end, these collaborations are more than just a marketing strategy. They’re a way for brands to work together to tell better stories and create better experiences for their audiences. As we move forward, it will be interesting to see how other brands follow in Barbie’s footsteps. Will this collaborative trend continue to grow? Only time will tell. But for now, it’s clear that the latest Barbie movie is leading the way.

So, girl boss, see you in the theaters?

M2.0 Communications is a communications agency in the Philippines that helps you tell meaningful and data-driven narratives. Visit our work to learn more about the brands we collaborate with.

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