It is a truth universally acknowledged that Barbie™ has taken the world by storm. In fact, it only took a few weeks for the movie to surpass a billion dollars in gross revenue. This enormous success makes many pose the question: How did a simple doll touch the lives of generations and become a cultural icon?
Barbie’s Journey
Barbie was introduced to the world in 1959 by Ruth Handler, the co-founder of Mattel. Young girls had several toys to pick from, but none quite like Barbie. Dolls of the time consisted of younger ages: babies or toddlers. A natural biproduct of the younger-aged toys is that they failed to show kids the potential that is their future. Barbie was not just a toy; she reflected the times. Women were breaking societal norms left, right, and center. In the spirit of economic opportunity, Barbie filled a long-awaited demand by empowering young girls via a doll that could assume any role or career.
The Modern Marketing Strategies
In 1959, Barbie kept up with societal changes. Does the same still stand for today? Absolutely, the strategies used to promote the recent live action Barbie movie directed by Greta Gerwig were nothing short of ingenious. The thurough thought, planning, and calculation put into the Barbie Movie should not be overlooked.
To some, the decision to make a live-action Barbie movie may have looked like another cash grab, but in reality, Mattel leveraged a reignition of their product by touching the lives of a new generation: those living in the digital world.
While she may have just been a doll before, she is now ingrained in all facets of culture. The live-action film introduced an entire playlist of songs dedicated to Barbie; as of August, several of these songs are at the top of the charts. Even elderly people, who may not even know Barbie came out with a movie, will be hearing its songs on their radios on loop.
Brand deals and partnerships also contributed to Barbie’s success. Stores including Gap, Forever 21, and Hot Topic have helped Mattel target teenage audiences that may have left their Barbie era in the past with the proposal of getting them into the cinema to revisit it.
The Power of Color
Even the classic pink color associated with Barbie is part of the strategy. The classic Barbie pink did not make its appearance until the 1970s. Now, it is known as an empowering feminine color that is closely tied to the brand's image. While the color may not be owned by a certain company, there is a powerful strategy behind owning a particular color in the eyes of consumers.
Mattel was not the first to focus their branding on a specific color. The jewelry company Tiffany’s utilizes a specific blue in their products. When someone wears Tiffany glasses, those around them can tell. Thus, the product itself serves as a marketing tool. McDonald's signature red and yellow are recognizable from miles away. While in different industries, the same principle of a "color slogan" applies to the Barbie campaign and its use of pink.
The Root of These Strategies
Movies, music, and clothes may seem fickle and materialistic on the surface. After all, the goal is to generate money, right? This may be true. For women old and young, Barbie is more than that. Barbie is designed to empower women of all ages. A simple doll can show children a world of possibilities that they would have never imagined in a patriarchal society. Pink is not just girly. The Barbie songs are not just catchy. They have meaning. The success of the Barbie empire relies not just on its methods but also on the message behind it.