Barbie’s Movie Marketing Marathon
Published 14 July 2023
The buzz surrounding the Barbie film (out July 21) has Warner Bros anticipating an opening day box office of over $80 million (Livemint, 2023). Feeding the hype is a bold wraparound marketing strategy connecting with wide-ranging audiences via IRL experiential activations, phygital product collabs, viral UGC, and genre-spanning soundtrack hits.
- IRL Barbie Escapism The visual nostalgia and playful energy encapsulated in the Barbie movie is a central element of the film’s appeal and key to producing hype-worthy IRL marketing.
To capitalise on audiences’ fond memories of Barbie-based escapism, Warner Bros has collaborated with Airbnb to create an IRL version of Barbie’s Malibu Dreamhouse. Fans can request to book a stay in Ken’s bedroom for two people via Airbnb’s website from 10am (Pacific Time) on July 17.
Premiering on July 16, American home improvement channel HGTV’s Barbie Dreamhouse Challenge will see a Southern California home transformed into a palace fit for Barbie. A competition winner will be able to stay the night for free.
The playful strategy extends to activations including Barbie boat cruises in Chicago and Boston, as well as a Barbie skate rink in Chicago and a ‘World of Barbie’ immersive experience in LA.
For those unable to visit these Barbie satellite sites, an Architectural Digest video tour of the Barbie Mansion from the movie has gone viral (9m views), and the Barbie cast is conducting promotional interviews on a Barbie-themed floor of an LA hotel.
Barbie Dreamhouse x Air BnB
Barbie boat cruise
World of Barbie
 Barbie boat cruise |  World of Barbie |
- Barbie’s Retail Phygi-Verse: Warner Bros have leveraged the extant Barbie retail empire as an arm of their movie marketing, with product releases across fashion, lifestyle and leisure. To ensure this retail Barbie-fication meets fans in all spaces, product partnerships span both physical and digital realms.
Alongside a 90s Barbie-themed collection available in stores, US teen retail brand Forever21 partnered with Barbie to find fans in the Roblox metaverse. The virtual clothing line – 76 digital outfit renderings for avatars – are available on The Forever 21 Shop City within the hugely popular game.
Micrsoft Xbox has released a Barbie (pink) console, which comes complete with a mini Barbie Dreamhouse. In-game, players of Microsoft’s Forza 5 are gifted replicas of Barbie’s 1956 Chevrolet Corvette and Kens’ 2022 Hummer from the film.
For those seeking Barbie’s iconic style in physical form, pink products are hard to miss. Barbie-themed clothing is available at Gap and Target, while Claire’s Accessories is selling pink-tastic Barbie accessories and US shoe brand Aldo is offering pale pink heels presented in classic Barbie packaging. To complete the look, fans can purchase Barbie cosmetics at Nyx and OPI. Those seeking to create their own Dreamhouse can select homeware from US brands Ruggable (rugs), Homesick (candles), Dragon Glassware (wine glasses) and Funboy (pool inflatables).
Barbie x Forever 21
Barbie x Roblox x Forever 21
Barbie x Gap
Barbie x Nyx
 Barbie x Gap |  Barbie x Nyx |
Barbie x Xbox
Barbie x Funboy
 Barbie x Xbox |  Barbie x Funboy |
- User-Generated Memification: Bringing together the viral potential of user-generated content and the aspirational everywoman ethos of Mattel's Barbie, Warner Bros launched the Barbie Selfie Generator on April 4.
This AI-powered website lets users transform their photos into Barbie-like headshots depicting them as part of the Barbie universe, for sharing on social media. The platform quickly sparked creative interpretations, such as Barbie-ifying characters from the Emmy Award winning show, Succession.
Barbie selfie generator
Barbie x Succession selfie
Barbie selfie
 Barbie x Succession selfie |  Barbie selfie |
- A Cross-(Sub)Cultural Soundtrack: A staggered release of the movie’s soundtrack has generated buzz across musical fandoms. Notable contributors range in genre, from British popstars Dua Lipa (who stars in the film) and Charli XCX, Australian indie darling Tame Impala and American rappers Ice Spice and Nicki Minaj to TikTok drum ’n’ bass producer PinkPantheress. The video for Ice Spice and Minaj’s release, Barbie World – a remix of 90s classic Barbie Girl by Danish band Aqua – currently has 25 million views on YouTube. It features product placement for viral Californian soda brand Olipop – another knowing hint at Barbie’s close ties with retail.