It’s a Barbie World – The business case that dreams are made of
“The bigger opportunity for us is going to be outside of the toy aisle,” said Dickson. “That is the drive for where we see the monetisation for the brand moving forward.”
No matter who or where you are, you would have almost certainly heard of, if not been flooded by marketing for, the Barbie movie starring Margot Robbie and Ryan Gosling. You can’t miss the shiny, pink creative in every format imaginable, poetically showcasing the wonders of the Barbie World and flirtatiously inviting everyone to step into the franchise.
A successful brand awareness campaign is not an easy achievement, but Mattel shot the lights out with an undertaking of marvellous proportions. Ahead of the July 21 film, the Barbie parent company has been on a marketing blitz to ensure that shoppers will stumble on the 100-plus Barbie collaborations regardless of whether they go to see the film or not.
The collaborations for this film include some heavy hitters and really embody the idea that ‘Barbie is for everyone’. From Microsoft launching a Barbie Xbox that puts the Dreamhouse in the centre of the living room, to Balmain releasing a chic collection of life in plastic, there’s no escaping the gorgeous and unexpected collabs on the list.
But what about product-market fit?
As marketers, we often hear clients say they want to enter new markets or appeal to new segments. Often, the fit is half-baked or non-existent. So how did Mattel get around this issue? A Barbie, no matter the variations, is still a doll. The market is always going to be capped – unless it’s not about the doll, but rather the broader cultural aspect. Barbie, similar to her audience, has come of age, transitioning from doll to idol.
This is where the genius of the 100+ brand collaborations really came in. Instead of playing with a Barbie doll, fans can live the Barbie life, which includes everything from novelty Crocs to insurance. With smart consumer mapping, a childhood fantasy (playing with the Barbie Malibu House) is offered as an adult reality (a stay in the real-life Malibu DreamHouse listed on AirBnb).
The brand is making its way across a myriad of consumer touch points that integrate the Barbie experience into daily life. Mattel has proven that it truly is a Barbie World and have laid the foundation for more unique and exciting collaborations in the future.
Mattel wants to get “everyone playing with Barbie,” said president and COO Richard Dickson, “and that doesn’t necessarily mean playing with a doll.”
Did the numbers make sense?
You’re probably wondering how much all of this cost. According to Variety, production costs totalled around $145 million while an estimated $150 million was spent on marketing. The latest box office results state that a whopping $337 million has already been made globally from the first weekend on the screens.
Mattel wants to get “everyone playing with Barbie,” said president and COO Richard Dickson, “and that doesn’t necessarily mean playing with a doll.”
Did the numbers make sense?
You’re probably wondering how much all of this cost. According to Variety, production costs totalled around $145 million while an estimated $150 million was spent on marketing. The latest box office results state that a whopping $337 million has already been made globally from the first weekend on the screens.
And the haters?As part of the teaser campaign the marketing team flighted an unexpected trailer before Avatar: The Way of Water. This trailer stylishly parodies famous scenes and symbols from 2001: A Space Odyssey, leaving the viewer delightfully astounded as they try to make sense of the connections. This thought-provoking trailer purposefully deconstructed preconceptions (especially those that saw the Barbie franchise as ‘stupid’) whilst yet again reiterating the message that ‘it’s a Barbie World’. It also took the claim ‘Barbie is for everyone’ further by associating the film with something that is arguably most distant from it. In the words of one of the movie’s taglines: ‘If you love Barbie, if you hate Barbie, this movie is for you’.
Watch the 2001 parody trailer
We have, quite literally, only scratched the surface of the full marketing effort, and we are left amazed and inspired by its creativity and intelligence. The film itself is an unexpected masterpiece that doesn’t follow the standard romantic/comedic storyline. It contains layers of finely woven narratives, subtexts and references that make the watch well worth it. The film is funny, of course, and its treatment of social topics may seem light but the way it gets people thinking is indicative of acute satire. Did it all live up to the hype? We would say so, especially for the fans who understand the Barbie World and its evolution. From our point of view, the main promise of the campaign surrounding the movie did not disappoint as we found ourselves joining in the fun of the journey wherever we could.