It's Barbie's World - We're Just Living In It

Over the weekend, I traded in my usual mum duties for an evening date with Barbie at the cinema.

What struck me wasn't just the movie (and the fantastic champagne I treated myself to) but the inundation of Barbie-branded treats, from pink cocktails to shimmery cinema choc tops, as if I were stepping straight out of Barbie’s Malibu Dream House.

With Barbie's marketing budget mirroring the film's production cost, it was evident that they went all-in. The true victor of this Barbie resurgence? The marketing team who successfully Barbie-fied the world.

This wasn't a casual film promotion but a takeover. The team didn't just rest on the Barbie legacy - they leveraged it. Everywhere you look, there's a splash of Barbie pink, from shop windows and street installations, collaborations with beauty, fashion and food brands, to train stations transporting morning commuters into a world that's full of Kenergy (if you know, you know).

Barbie has become THE lifestyle brand for 2023, connecting with people emotionally and becoming relevant across a multitude of passions.

But the icing on the cake? The push for user-generated content on social media, fostering a constant stream of fresh, Barbie-themed content that keeps the film and brand at the heart of conversations.

Take a bow, Barbie marketing team. You have painted the world pink and shown us the power of ambitious, resonant marketing.