Barbie, the movie and its marketing target

Since its creation in 1959, Barbie has not only become an icon of the toy industry, but has also left an indelible mark on the world of entertainment, especially through its animated films. These films have not only expanded the brand's reach, but have also influenced how girls and boys interact with Barbie. 

Below, we explore how the Barbie movie has been a powerful tool in marketing strategy and its impact on the audience. 

The marketing work for the movie released on July 20, 2023 , has given a lot to talk about. 

The person who made it possible to produce this film is Ruth Handler, creator of the Barbie doll in the aforementioned year. 

Ruth Handler took considerable risks and influences to this day to create marketing strategies for toys. Her company was the first to create ads for children. Her decision was a wise one, as they tripled their company's revenue by advertising to children. 

To date, toy advertisements were aimed at adults, because companies at the time believed that only parents had the power to make decisions. 

Ruth's vision went further, when she saw one of her daughters playing with their respective dolls. Until that time, dolls represented babies or little girls, however Ruth Handler had the great idea of creating a doll that represented an adult woman, this being Barbie. 

The rest is history, having sold more than one billion Barbie dolls worldwide to date. 

The film has been created to relaunch the brand, having both digital and conventional marketing strategies, and even strategies and collaborations. 

Alliances are relevant for the growth of companies and this time has not been an exception, as in the Mario Bross movie, some brands have worked in cobranding to go in favor of the pink trend. pink trend Barbie's pink trend. 

One of the most eye-catching collaborations may be the Barbie XBOX, a special edition pink console accompanied by a miniature model of the "dreamhouse" and accessories. 

Barbie's car, the special Pink Chevrolet Corvette, will be part of the important video game Forza 5.

Airbnb has Barbie's house or the oceanfront Dreamhouse in Malibu for rent. Spotify's novel "Barbie World" music playlist. 

Starbucks with the Barbie drink, a delicious pink frappuccino. 

In addition to the rest of collaboration with various brands of clothing, cosmetics, shoes, artists, fashion events and other brands from different sectors worldwide. 

Undoubtedly, another important factor in the film is nostalgia, playing an important role in this marketing campaign. marketing campaign.. 

Most of the products created during the launch of the movie are focused on an adult audience that surely knew Barbie during their childhood. 

This resource is very relevant in marketing to bring back memories of the past and arouse positive emotions, creating a very effective connection with the target audience. 

And finally, the choice of the iconic actress Margot Robbie, for her charisma and similarity to the Barbie doll, generate a perfect synergy that enhances the image of the film. The look of the actress could be said to be identical to that of the doll.

Happy week to all!