05 Jul “Hi Barbie!” Painting the PR world pink
I think we can all agree that Barbie is a household name? The brand alone is instantly recognisable by its signature shade of pink. So, it’s only fitting that the media campaign for the long awaited Barbie movie, which will be released this month, has been of enormous proportions.
Starring Margot Robbie and Ryan Gosling, a whole host of A-list celeb cameos and featuring a star-studded soundtrack, the new movie is being talked about just about everywhere. As a result, it’s hard to miss the brands that are ‘painting it pink’ with their partnerships, from food and cosmetics, to retail and gaming.
Image: Warner Bros. Pictures.
Collabs & PR
Xbox have jumped on the bandwagon, releasing a brand-new hot pink console. Béis Travel, owned by actress Shay Mitchell, have also released a new pastel coloured Barbie-inspired travel range.
Other collaborations include Pinkberry frozen yogurt’s new flavour: ‘Barbie Land Berry Pink’, popular washable rug brand Ruggable’s rose-tinted collection, OPI’s nail range which includes the shade ‘Hi Barbie!’, NYX Cosmetics limited edition makeup range, and even a branded electric toothbrush and toothpaste from Moon. Clothes brands, including GAP and Bloomingdale’s, have also brought out collections of clothing inspired by Mattel’s famous doll.
In anticipation of the movie’s release, ‘Ken’ has even put out an invitation on Airbnb for two lucky guests to stay in the real-life Barbie DreamHouse in Malibu!
Images: @barbiethemovie on Instagram.
The Barbie Evolution
Barbie has been a cultural icon since the first doll hit toy shop shelves in 1959, meaning she celebrates her 64th birthday in 2023 (although it’s obvious by her appearance that she is frozen at 19 years of age). But how is she still popular 64 years later?
Barbie has been forced to change significantly over the years to keep her post as a realistic role model for young girls. The first black Barbie doll, Christie, was introduced in 1968. After complaints that Barbie was perpetuating unrealistic beauty standards to young girls, the original Barbie body shape was tweaked in the late 90s to have a wider waist and decreased bust size.
In 2016, Mattel released a new line of Barbie’s with a variety of body shapes, sizes, skin and hair colours to better represent the diversity of real women. The popularity of the brand has continued to flourish on social media, especially during the pandemic, with teenagers reminiscing their childhood memories of the 2000s Barbie movies, which are a popular topic on TikTok.
On the same track, the new movie, directed and co-written by Academy Award nominee Greta Gerwig, is set to redefine the brand by committing them to progression and breaking down stereotypes. In the trailer, Barbie and Ken are forced to venture into the ‘Real World’, with jokes that seem to mock the unrealistic façade of the brand itself, like the doll’s tip-toed feet that are made for constant heel-wearing.
We’ll certainly be watching once it hits cinemas! Keep up with the rest of the movie’s PR campaigns and premiers here.
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