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Pretty in Pink: ‘Barbie’ Marketing Blitz Hits Fever Pitch 

Australian actress Margot Robbie poses on the pink carpet upon arrival for the European premiere of "Barbie" in central London on July 12, 2023. (AFP)
Australian actress Margot Robbie poses on the pink carpet upon arrival for the European premiere of "Barbie" in central London on July 12, 2023. (AFP)
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Pretty in Pink: ‘Barbie’ Marketing Blitz Hits Fever Pitch 

Australian actress Margot Robbie poses on the pink carpet upon arrival for the European premiere of "Barbie" in central London on July 12, 2023. (AFP)
Australian actress Margot Robbie poses on the pink carpet upon arrival for the European premiere of "Barbie" in central London on July 12, 2023. (AFP)

Hollywood A-listers have been walking red carpets in hot pink, glitter is back, and companies from The Gap to Burger King are doing rose-colored collaborations: "Barbie" mania is everywhere as the hotly anticipated film hits theaters worldwide.

Toy maker Mattel, who first unveiled the iconic doll in 1959, has reached about 100 licensing agreements for everything from roller skates to toothbrushes in connection to director Greta Gerwig's summer flick.

Of course, Barbie is big in the beauty world too -- lipsticks, blushes and mirrors all bear the famous logo.

"In the 30 years that I have been tracking and analyzing box offices and trends, I've never quite seen anything like this before," said Paul Dergarabedian, a senior media analyst at Comscore.

"Barbie is tailor-made for marketing," he said. "It's perfect because Barbie is a toy, it's already a product, and beyond that, it's a lifestyle and a color."

The movie, which stars Margot Robbie as Barbie and Ryan Gosling as boyfriend Ken, has been hyped as one of the biggest blockbusters of the season, with numerous premieres held around the globe ahead of Friday's debut in US theaters.

Of course, that promotion blitz has been curtailed at the 11th hour, with Hollywood actors now on strike over pay and other conditions.

But the list of corporate partners is sure to keep the buzz going.

Microsoft, Forever 21, Ulta Beauty, Hot Wheels, Chevrolet and even Progressive insurance are among the companies looking to cash in on Barbie mania.

The influential color company Pantone even has a shade to match the zeitgeist: 219C is officially Barbie Pink.

Mattel has even reached a deal with rival toy giant Hasbro, which will release a Barbie version of the classic board game Monopoly in the fall.

In exchange, Mattel will showcase "Transformers" on its Uno card game in connection with a Hasbro film release.

'Irresistible'

Robbie has embraced Barbiecore fashion at premieres around the world, recreating some of the doll's most iconic looks, but the Barbie lifestyle trend is also full steam ahead

Airbnb is offering up a stay at Barbie's "Malibu DreamHouse" for two nights in connection with the film's debut.

"Placed perfectly above the beach with panoramic views, this life-size toy pink mansion is a dream come true!" reads the listing.

Singer John Legend and his model wife Chrissy Teigen took the plunge, posting a series of pictures on Instagram of their stay at the hot pink property.

The most ubiquitous shade of pink used on the Warner Bros film's set, a retro bubblegum hue made by Rosco, was used in such great quantities that the shoot has been blamed for a global shortage.

"It's just become a very irresistible proposition," said Dergarabedian, crediting both Warner Bros and Mattel with ensuring the buzz had staying power.

Dergarabedian expects a strong opening weekend for Barbie, with around $75 million in North American ticket sales.

'Barbenheimer'

The film is opening in parallel with another big Hollywood entry, the Christopher Nolan-directed "Oppenheimer," a biopic about the father of the atomic bomb.

The unlikely face-off between the dark historical thriller and a fuchsia-tinted romp about a doll has created online buzz about a phenomenon dubbed "Barbenheimer."

Dergarabedian said the coincidental timing of the openings had contributed to "unprecedented" fodder about the films on social media and beyond.

Both movies are opening on the heels of another big-screen blockbuster, "Mission: Impossible -- Dead Reckoning Part One," which led the domestic box office last weekend.

A starry soundtrack includes tracks from Dua Lipa (who also appears in the film), Lizzo, and Nicki Minaj and Ice Spice, who recorded a cover of "Barbie Girl," a 1997 hit by Danish-Norwegian band Aqua.

The original recording actually prompted a lengthy but unsuccessful trademark lawsuit by Mattel. The company subsequently embraced the song.

The movie's arrival has also not been without controversy.

Barbie has been banned in Vietnam over a scene with a fictitious world map criticized for allegedly showing China's claims in the disputed South China Sea.

The Philippines allowed the film to be shown -- but asked that the map be blurred.

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André 3000's Alt-Jazz, ‘No Bars’ Solo Album Stunned Fans. Now, It’s up for Grammys

André Benjamin, also known as Andre 3000, arrives at the 30th Film Independent Spirit Awards in Santa Monica, Calif., on Feb. 21, 2015. (AP)
André Benjamin, also known as Andre 3000, arrives at the 30th Film Independent Spirit Awards in Santa Monica, Calif., on Feb. 21, 2015. (AP)
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André 3000's Alt-Jazz, ‘No Bars’ Solo Album Stunned Fans. Now, It’s up for Grammys

André Benjamin, also known as Andre 3000, arrives at the 30th Film Independent Spirit Awards in Santa Monica, Calif., on Feb. 21, 2015. (AP)
André Benjamin, also known as Andre 3000, arrives at the 30th Film Independent Spirit Awards in Santa Monica, Calif., on Feb. 21, 2015. (AP)

No one was expecting it. Late last year, André 3000 released his debut solo album, "New Blue Sun," 18 years after his legendary rap group Outkast's last studio album, "Idlewild."

But "New Blue Sun" has "no bars," he jokes. It's a divergence from rap because "there was nothing I was liking enough to rap about, or I didn't feel it sounded fresh. I'm not about to serve you un-fresh (expletive.)"

Instead, he offered up a six-track instrumental album of ambient alt-jazz — with special attention paid to the flute.

"The sound, that's how I got into it," he says of the instrument. "The portability, too. You can't tote around a piano and play in Starbucks."

He's also invested in the flute's history — like learning about Mayan flutes made from clay, a design he had re-created in cedarwood. "There’s all kinds of fables and, you know, indigenous stories that go along with playing the flute — playing like the birds or playing your heart like the wind — it kind of met (me) where I was in life," he says.

"Flutes — wind instruments in general — are the closest thing you get to actually hearing a human," he continues. "You're actually hearing the breath of a person."

"New Blue Sun" is a stunning collection, one that has earned André 3000 three new Grammy Award nominations: album of the year, alternative jazz, and instrumental composition. Those arrive exactly 25 years after the 1999 Grammys, where Outkast received their first nomination — for "Rosa Parks," from their third album, "Aquemini" — and 20 years after the group won album of the year for "Speakerboxxx/The Love Below."

"It matters because we all want to be acknowledged or recognized," André 3000 says of his new Grammy nominations. "It's a type of proof of connection, in some type of way ... especially with the Grammys, because it's voted on by a committee of musicians and people in the industry."

He's a bit surprised by the attention, too, given the type of album he created. "We have no singles on the radio, not even singles that are hot in the street," he says. "When you're sitting next to Beyoncé and Taylor Swift, these are highly, hugely popular music artists, I'm satisfied just because of that ... we won just to be a part of the whole conversation."

He theorizes that it may be because popular music listening habits are broadening. "A lot of artists are just trying different things. Even, you know, the album that Beyoncé is nominated for, it’s not her normal thing," he says of her country-and-then-some record, "Cowboy Carter.We’re in this place where things are kind of shifting and moving."

For André 3000, "New Blue Sun" has allowed him to "feel like a whole new artist," but it is also an extension of who he's always been. "Being on the road with Outkast and picking up a bass clarinet at a pawn shop in New York and just sitting on the back of the bus playing with it — these things have been around," he says.

He's also always embraced "newness," as he puts it, experimenting creatively "even if it sounds non-masterful."

"Even producing for Outkast, I was just learning these instruments. If I ... put my hands down and play ‘Ms. Jackson,’ I'm not knowing what I'm playing. But I like it," he says.

As for a new Outkast album, "I never say never," he says. "But I can say that the older I get, I feel like that time has happened."