Barbie, oh Barbie, you’ve certainly made a comeback! In a world where body positivity and inclusivity are gaining momentum, it seemed like Barbie’s reign was coming to an end. But fear not, for Mattel, the puppeteer behind Barbie, had a cunning plan up their sleeves. They strategised, they marketed, and they breathed new life into the iconic doll.

Let’s take a trip down memory lane to see how Barbie managed to reinvent herself and capture our attention once again.

Facing relentless criticism for promoting unrealistic body standards, Barbie was losing her sparkle. The decline in annual net sales between 2013 and 2018 signaled trouble in the pink paradise. Mattel had to act swiftly and refocus their efforts on the purpose of Barbie’s existence.

But why does Barbie exist? That’s the question that Mattel had to answer. And boy, did they answer it with a $100 million marketing budget. They unleashed Barbie into our world, the world of marketing. Pink billboards with Barbie branding adorned the cityscape, Barbie elevators popped up in shopping centres, and even taxis and buses were wrapped in Barbie promo. They even had the audacity to turn a Doctor Who Tardis pink, which appeared at Tower Bridge. Barbie was everywhere, and she demanded attention.

And attention she got! Alongside the extravagant out-of-home advertising, Mattel went on a world press tour, led by the stunning Margot Robbie. The actress graced global premieres in outfits inspired by real-life Barbie dolls, solidifying her status as an icon. The world took notice, and the media couldn’t get enough of it. Barbie was back, and she was here to stay.

But Mattel didn’t stop there. They went above and beyond to infiltrate the minds and hands of their consumers, targeting not only children but also adults. They cleverly teased us from July 2022 with leaked images from the movie set, building curiosity, excitement, and hype. They doubled down on their identity, making sure Barbie’s signature hot pink was front and center in every campaign. They formed partnerships with notable brands like Xbox, NYX Cosmetics, Aldo, Zara, and even AirBnB. These collaborations expanded Barbie’s reach and exposed her to new audiences.

Mattel knew the importance of brand purpose. They made sure it was at the forefront of every marketing message. They wanted to leverage organic media and create shareable content. And boy, did they succeed. The upcoming Barbie movie ignited nostalgia in the hearts of many. It wasn’t just about watching a film; it was about reliving cherished memories and experiencing the magic once again. The Barbie brand wasn’t just selling a movie; it was selling an experience, a journey back to our childhoods.

Whether you’re planning to watch the movie or not, you can’t escape the Barbie invasion. The branding is omnipresent, plastered on billboards, buses, and even in our social media feeds. Mattel’s strategic launch, unwavering commitment to their identity, clever partnerships, and focus on brand purpose have brought Barbie back to life. This campaign will undoubtedly go down in marketing history as a lesson in resilience and reinvention.

Get your popcorn ready, grab your favourite doll, and dive headfirst into a world where dreams come true. Barbie is back, and she’s more vibrant, more captivating, and more relevant than ever before. Don’t miss out on the pink-tastic adventure of a lifetime! 💖👛🎀