Fast forward a year later, with the release of the Barbie movie on July 21, devoted fans now have the chance to own the exact merchandise they’ve been obsessing over. Among the over 100 collaborations and branded partnerships that Mattel, the parent company, has signed, the $190 Barbie x Impala Roller Skates stand out. These collaborations are aimed at capitalizing on the excitement surrounding the Greta Gerwig-directed film, one of the summer’s highly anticipated blockbusters.
According to Richard Dickson, President and COO of Mattel, Barbie is entering a new chapter, evolving from a mere doll into a powerful franchise. Dickson, sporting a Barbie t-shirt, explains, “Barbie has transcended from a doll into a franchise. The ability for us to extend and market the brand is far bigger than any one product itself.”
It’s no coincidence that the world seems to be turning increasingly pink. Mattel has strategically introduced a range of Barbie-branded merchandise, from Barbie-themed Crocs and vibrant pink BEIS luggage to Barbie x Moon electric toothbrushes. Fans can pamper themselves with Barbie x Truly soap sets, embellish their nails with Barbie x OPI nail polish, embrace Barbie-themed bras from MeUndies, and dress in Barbie x Gap clothing.
They can even indulge in the film’s original soundtrack featuring new songs from artists like Dua Lipa and Nicki Minaj, whose fans are affectionately known as “Barbz.” For an extraordinary experience, fans can even stay at the Airbnb Malibu DreamHouse, which has already hosted John Legend and Chrissy Teigen with their family And, of course, Pinkberry offers frozen treats to add to the Barbie Mania.
Star-Studded Cast, Blockbuster Expectations
The star-studded movie features an ensemble cast including Kate McKinnon, Issa Rae, and Hari Nef as Barbies, along with Simu Liu, John Cena, and Kingsley Ben-Adair portraying additional Kens. Will Ferrell takes on the role of a meta Mattel CEO. Industry projections estimate that the film will earn between $80 million and $100 million during its opening weekend.
In an intriguing development, AMC theaters revealed that around 20,000 moviegoers have already secured tickets for a double feature of Barbie and Oppenheimer, Christopher Nolan’s drama on the creation of the atomic bomb, scheduled for the cosmic-themed opening day.
Despite approaching her 65th anniversary next year, Barbie shows no signs of slowing down. Throughout her extensive career as a fashion model, nurse, ballerina, Army medic, astronaut, paleontologist, dentist, florist, yoga teacher, and even President of the United States, Barbie remains a dynamic and versatile figure. In 2021, she achieved record-breaking annual sales of $1.7 billion, cementing her status as the world’s top-selling toy.
And all of this happened before the summer’s Barbie Mania took hold.
Barbie’s Release and Mattel’s Financial Aspirations
The release of Barbie coincides with a period when Mattel is seeking a financial boost. In Q1, the company reported a 22% decline in net sales, with Barbie’s gross sales down 44% compared to the previous year. However, Barbie still accounted for nearly 58% of Mattel’s total doll sales. Despite these challenges, Richard Dickson, expressed unwavering confidence and excitement for the brand’s future during an earnings call.
Dickson’s optimism for Barbie extends beyond her iconic pink image. The brand is actively collaborating with top-tier console and mobile gaming experts, as well as exploring various digital experiences to propel Barbie to the forefront. Barbie has even embraced blockchain technology and became the first toy brand to venture into the world of NFTs (non-fungible tokens). Furthermore, Mattel now accepts cryptocurrency as a form of payment, reflecting Barbie’s versatility as a platform for artistic expression and collaborations with influencers.
As Barbara Millicent Roberts approaches her 65th year, her enduring spirit remains true to the vision instilled by Ruth Handler over six decades ago.
Summary
Barbie Mania is in full swing as the highly anticipated Barbie movie approaches its release on July 21, 2023. With a star-studded cast, blockbuster projections, and a plethora of branded collaborations, Barbie’s evolution into a powerful franchise is evident. Fans can indulge in a world of Barbie merchandise, immerse themselves in the film’s soundtrack, and even experience a stay at the iconic Malibu Dreamhouse. The global phenomenon surrounding Barbie continues to thrive, with record-breaking sales and unwavering popularity as the world eagerly embraces the pink-hued craze.
