Painting The Globe Pink – Barbie Movie Marketing Boosts Opening Figures

The movie sizzle says “She’s everything. He’s just Ken.” And it’s also true that ‘she’ is everywhere.

In fact the marketing sizzle supporting the release may help to double the takings. Low end of predictions from the film industry suggested the film could be grossing $55 million on its opening weekend, but new projections show it’s likely to make an impressive $93 million, according to Matthew Belloni of Puck News.

From the brilliant pink movie tour for which Margot Robbie (playing Barbie) has been styled to perfection by Andrew Mukamal and in wearing Valentino, Prada, Schiaparelli Haute Couture and vintage Chanel to emulate iconic Barbie doll outfits, through to pop-up events and merchandising – you can not miss that the movie countdown is on. With perfect timing for the school summer holidays, the Barbie Movie is out on July 21.

Mattel
MAT
, in partnership with Warner Bros. Pictures, has created a range of teasers and downloaded with individual character poster campaigns, a Barbie selfie generator and TikTok lens extension and, of course, an official Twitter emoji.

The latest Barbie teaser welcomes fans everywhere to Barbie Land, giving viewers a peek into the world of Barbie through the lens of renowned director Greta Gerwig and the on-screen power of a star-studded cast.

The merchandise machine is at full pace too with a range of collaborations and limited collection products including a collection from aspirational childrenswear brand, Tutu Du Monde.

The range of embellished dresses, jackets and accessories in playful designs have been reimagined in pink, complete with embellished Barbie motifs.

Of course no Barbie movie launch would be complete without special editions of the iconic doll.

On the Mattel UK site, shoppers can take their pick from Barbie the Movie figures including Pink Western style and the Gold Disco Jumpsuit. They can buy the Movie Fashion Pack for a full wardrobe selection or indeed the Pink Corvette Convertible to recreate scenes from the film.

Other brands that have Barbie Movie collaborations include Swoon Lemonade, Ruggable, Stoney Clover Land and Funboy.

Warner Bros. Discovery
WBD
and Warner Bros. Pictures also announced the launch of a global girls’ empowerment initiative which would benefit the Save the Children charity. This carries on from Mattel’s continuing partnership with Save the Children which has lasted for nearly two decades and which includes the creation of the Barbie Dream Gap Project.

“Warner Bros. Discovery is a long-standing supporter of Save the Children, so we are tickled pink to tap into the movie ‘Barbie’ to inspire and nurture the limitless potential in young girls around the world,” said Louise Soper, Senior Vice President, Global Brand Partnerships for Warner Bros. Pictures. “From astronaut, journalist, entrepreneur, and now movie star, Barbie’s over 250 inspirational careers remind us that you can be whatever you want to be, and give back to your community too.”