The pink wave: Barbie brand collaborations that bring out our inner child

It's time to get your pink on because the new Barbie live-action movie starring Margot Robbie as Barbie and Ryan Gosling as Ken is set to come out on 21 July. Ahead of the movie though, the Internet has been abuzz with many of Barbie's marketing tricks which have included everything from a selfie generator that gives fans the opportunity to insert pictures of themselves straight into Barbie Land to strategic collaborations with Airbnb homes, clothing companies and more. 

To celebrate the release of the film, MARKETING-INTERACTIVE decided to take a look at some of the biggest Barbie campaigns and collaborations that we have seen in the region. Take a look below:

Don't miss: Why Barbie's selfie generator is going crazy viral

1. Airbnb
   
   

In celebration of the anticipated release of the Barbie movie, Barbie's Malibu DreamHouse is making a comeback after it launched initially in October 2019. The oversized mansion overlooks the Pacific Ocean and boasts its signature hot pink color throughout the toy-inspired home.

During your stay, you can even expect surprise guests such as fencing champion Ibtihaj Muhammad, who will give guests a one-on-one fencing lesson and chef Gina Clarke-Helm who will provide cooking lessons in Barbie's kitchen.

     2. Aldo

In honour of the iconic fashion doll, multinational fashion retailer Aldo has released a Barbie-inspired limited-edition collection of footwear, handbags and accessories that are loaded with sparkles, gems, all in numerous shades of pink.

The collection includes a gem monogrammed stiletto in a pastel pink hue and a matching translucent Y2 K-inspired handbag to name a few.

Items from the Aldo X Barbie collection will also be packaged in special Barbie Pink dustbags with some shoes in a box with a clear plastic cover that resembles the boxes that Barbie dolls come in.

     3. Beis

Jumping on the anticipation train for Barbie, is travel accessories brand Béis, founded by Canadian actress Shay Mitchell.

The Béis x ‘Barbie collection includes mini weekender bags, suitcases and cosmetic cases that will come with Barbiecore-themed hues and a special newly designed pink floral lining.

     4. Cotton On 

As we countdown the days to watch the Barbie movie, Cotton On has released their own Barbie collection that features apparel and accessories for both children and adults who are obsessed with the iconic fashion doll.

For Cotton On, the collection includes tote bags, lace tops, jumpers and a motor jacket with '1959' sprawled across the front that pays homage to the first edition Barbie doll that was released in 1959.

Meanwhile, Cotton On Kids has an adorable selection of tie-dye tops and pyjamas for your little ones with a Ken collection for boys that have t-shirts donning the word 'Ken-sational' on them.

    5. Crocs

Joining in on Barbiemania and showing consumers that life in plastic is fantastic is American footwear company Crocs with a collection inspired by Mattel’s doll in hues of pink.

The collection includes a Barbie The Movie Mega Crush Clog which has a sparkly 2.9-inch platform heel with textured detailing and a backstrap that can be personalised. Its iconic clogs come with limited edition Barbie accessories for the shoes called Jibbitz that are specially made for each clog design.

Barbie-themed Jibbitz that consumers can buy separately include one of Barbie's jacket, her iconic silhouette with a ponytail and one of her pink car.

  6. dUCK 

Homegrown lifestyle brand dUCk has collaborated with Barbie the Movie to produce a line of fashion items, the first collaboration a local brand has done with Barbie in the country, according to a statement by the company. 

The collection features scarves in 10 designs in both shawl and square and is curated with dUCk’s satin silk material. It is also available in a variety of colours ranging from blue and turquoise to fuchsia and pink, with product names such as ‘Barbie Dreams’, ‘Best Day Ever’, ‘Hey Blondie’, ‘Let’s Beach’, ‘The President’ and ‘I’m just Ken’.

  7. Flash Coffee

Ahead of the new Barbie live-action movie, Flash Coffee Hong Kong has partnered with Warner Bros Hong Kong and NBCUniversal to paint the city pink with an array of exclusive activities.

As part of the collaboration, Flash Coffee has transformed its Causeway Bay Plaza store into a Barbie wonderland, with window displays wrapped in classic Barbie boxes, walls adorned with the Barbie movie posters, alongside with the official movie’s OST playing in stores, and the opportunity for customers to dress up as a Barbie and take photos in the store.

To further hype up Barbie fans, Flash Coffee has also transformed their yellow paper cups into limited-edition Barbie-themed pink containers, which are available at all physical stores across Hong Kong on a first-come-first-served basis.

    8. Forza Horizon 5 

The film sees Barbie hit the road in a classic 1956 Chevrolet Corvette EV Corvette — painted her signature pink hue, of course — while Ken cruises alongside in a 2022 GMC Hummer EV Pickup.

Xbox Forza Horizon 5 players can join Barbie and Ken in virtual versions of both cars when they download them from the in-game Message Centre to celebrate the upcoming Barbie movie.

Additionally, fans will hear about the different careers in gaming as those who work on the Forza franchise speak about their own career journeys, motivations, and personal Barbie connections in a live stream on 14 July 2023.

    9. Gap

In anticipation of the Barbie movie, Gap and Mattel have launched a new apparel collaboration and the first of many upcoming 'Gab x Mattel' product drops is the 'Gap x Barbie' collection.

According to a statement, the 'Gap x Barbie' collection celebrates the spirit of inclusivity and individuality and features t-shirts, skirts, logo hoodies, denim, button-downs and accessories as well as pet apparel.

Aside from the Barbie collection, there will be additional 'Gap x Mattel' collaborations, which will be unveiled later this year, including apparel based on Hot Wheels. The collaboration is inspired by Mattel’s portfolio of brands and Gap’s signature icons that have dressed generations since 1969. 

  10. Inside Scoop 

For the upcoming Barbie movie, ice-cream brand Inside Scoop Malaysia has collaborated with the iconic fashion doll to launch a special Barbie ice-cream cake with raspberry cream cheese mousse, strawberry and a crunchy pistachio base along with a new Pink Picnic flavour made from a combination of Raspberry, Lychee, and Dragonfruit.

Customers will also fulfil their Barbie fantasies with a Barbie Pink Dream High Tea set that comes with mini ice-cream cakes and Barbie-inspired drinks at its Sunway Pyramid, Queensbay Mall and Setapak outlets.

Selected Inside Scoop stores will also have a Barbie make-over for customers to immerse themselves in a pink wonderland.

    11. NYX Professional Makeup

Also releasing a limited-edition collection for the new Barbie movie is NYX Professional Makeup featuring a diverse cast of Barbies and Kens through global influencer activations focusing on core brand values of embracing authenticity and diversity.

The collection was inspired by the film's vibrant colours and consists of mini shadow palettes, Jumbo Eye Pencil sticks in vibrant pink and electric blue, Jumbo Lashes featuring wisps of Barbie pink and a mirror compact shaped like a flip phone to name a few.

In lieu of celebrating the release of the film, the brand has partnered with Warner Bros. Discovery, Mattel Philanthropy, and the Barbie Dream Gap Project for the Save the Children social impact initiative. From 10 July through 28 July 2023, when fans re-post the campaign's Instagram filter, NYX Professional Makeup will donate USD1 to Save the Children (capped at USD25,000).

    12. Opi 

Jumping in on the Barbie train, this month is nail polish brand Opi which has launched new nail polish shades inspired by the Barbie movie. The brand took to Instagram with the Barbie selfie generator featuring the new shades with the caption, "The rumors are true... This Barbie is sooo Opi!".

The Barbie and Opi nail polishes have a special cap with both their names printed in hot pink with a nail polish shade range that includes blues, pinks and glitters.

   13. Typo

This year, stationery and gift store Typo has launched a curated collection of home and lifestyle items to help individuals create their own nostalgic DreamHouse at home or at the workplace.

The collection includes cushions, notebooks, rugs and mugs to name a few, that don the Barbie iconography and that come in shades of pink and pastel blue.

  14. Uno

A wildcard to this list of Barbie brand collaborations is card game Uno that has released a deck featuring graphics inspired by favorite characters and scenes from the upcoming movie.

Although players will still have to try to match colors and numbers like they would in a regular deck, the new Barbie deck comes with a special “Played With Too Much” rule that will have players both discard and drawing cards.

  15. XBox

From her DreamHouse to her dream closet, gaming console company Xbox wants its consumers to meet their dream console. Xbox brings Barbie’s fashion-forward style to its gaming setup with interchangeable SCUF Instinct Custom Controller faceplates ​designed after Barbie and Ken’s distinct on-screen outfits.

Fans have a chance to win these faceplates as well as a playful custom console design built to resemble the glamorous Barbie Dreamhouse starting 10 July 2023 on @Xbox and Microsoft rewards.

Xbox fans will also be able to win a diverse range of Barbie dolls outfitted with the latest Xbox Gear fashion and accessories including an Xbox Series S console, Wireless Controller and an Adaptive Controller.

  16. Zara

Zara makes a Barbie's fan dream come true with the launch of its new Barbie collection. The collection features Barbie’s signature pink ensemble paired with a white cowboy hat as well as a tote bag embedded with the signature “B” logo.

The collection is also inclusive for anyone who wants to be the Ken to their own Barbie, with a whole denim ensemble paired with white cowboy hat and boots. 

  17. 1664 Blanc

Complementing the pink theme of the movie is French beer brand 1664 Blanc's sparkling pink Rosé which has trendjacked the Barbie movie.

The Rosé, which is brewed with peach and raspberry flavours, appeared in an Instagram post by the brand with a  punny twist on the movie's tagline, “She’s everything. He’s just Ken” where the words "He's just can" floats on top the canned Rosé.

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