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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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Javier Bardem on Gaza: ‘We Cannot Remain Indifferent’ in Call for Hostage Release and Ceasefire

Javier Bardem appears at the 94th Academy Awards nominees luncheon in Los Angeles on March 7, 2022. (AP)
Javier Bardem appears at the 94th Academy Awards nominees luncheon in Los Angeles on March 7, 2022. (AP)
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Javier Bardem on Gaza: ‘We Cannot Remain Indifferent’ in Call for Hostage Release and Ceasefire

Javier Bardem appears at the 94th Academy Awards nominees luncheon in Los Angeles on March 7, 2022. (AP)
Javier Bardem appears at the 94th Academy Awards nominees luncheon in Los Angeles on March 7, 2022. (AP)

Javier Bardem was no longer comfortable being silent on Gaza.

The Spanish actor spoke out about the Israeli-Hamas conflict upon accepting an award at the San Sebastian Film Festival last week. In his nuanced remarks, Bardem condemned the Hamas attacks as well as the "massive punishment that the Palestinian population is enduring."

He called for immediate ceasefire, Hamas’ release of hostages and for Israeli Prime Minister Benjamin Netanyahu and the Hamas leaders — some of whom are now dead — who ordered the Oct. 7 attacks to be judged by the International Criminal Court.

In an interview with The Associated Press, Bardem explained why he chose to speak out.

"I believe that we can and must help bring peace. If we take a different approach, then we will get different results," Bardem told the AP, speaking prior to Iran’s attack on Israel Tuesday. "The security and prosperity of Israel and the health and future of a free Palestine will only be possible through a culture of peace, coexistence and respect."

Israel’s offensive has already killed over 40,000 Palestinians, according to Gaza health officials, displaced the vast majority of Gaza’s 2.3 million residents and destroyed much of the impoverished territory. Palestinian fighters are still holding some 110 hostages captured in the Oct. 7 attack that started the war, in which they killed around 1,200 people, mostly civilians. Around a third of the 110 are already dead, according to Israeli authorities.

The war has drawn sharp divisions in Hollywood over the past year, where public support of Israel or Palestine has provoked backlash and bullying, with accusations of antisemitism and Islamophobia, and cost people jobs. Even silence has had its consequences. The #blockout2024 movement pressured celebrities who hadn’t said anything — or enough — to take a stand.

"Why now?" Bardem said. "Because to continue to stall negotiations and return to the previous status quo, as they say, or as we are seeing now, embark on a race to further violations of international law would be to perpetuate the war and eventually lead us off a cliff."

Bardem stressed that while antisemitism and Islamophobia are real and serious problems in the US, Europe and beyond, that the terms are being used to divert attention away from the "legitimate right to criticize the actions of the Israeli government and of Hamas.

"We’re witnessing crimes against human rights, crimes under international law, such as, for example, the banning of food, water, medicines, electricity, using, as UNICEF says, war against children and the trauma that’s being created for generations," Bardem said. "We cannot remain indifferent to that."

The Oscar-winner, who was born in the Canary Islands, has spoken up on global issues before, signing an open letter calling for peace during a 2014 conflict between Israel and Hamas. He's also an environmental advocate, and spoke to the UN in 2019 about protecting the oceans.

"My mother educated me on the importance of treating all human beings equally, regardless of skin color, ethnicity, religion, nationality, socio and economic status, ability or sexuality," Bardem said. "Actions inform us and that alone interests me about people. That's why I have always been concerned about discrimination of any kind. That includes antisemitism and Islamophobia."

Bardem is married to Penélope Cruz, with whom he shares two children.

He said that beyond a fear that the framework of the Universal Declaration of Human Rights is in danger, he has seen the effects of the conflict up close and the promise of a different approach. Two of his close friends, one Israeli, one Palestinian, both lost daughters to violence years ago and have bonded together in their shared pain and desire to help create positive change.

Those fathers, Bassam Aramin and Rami Elhanan, are members of a nonprofit organization called The Parents Circle Families Forum that emphasizes reconciliation. They wrote a letter that Bardem shared: "What happened to us is like nuclear energy. You can use it for more destruction. Or you can use it to bring light. Losing your daughter is painful in both situations. But we love our life. We want to exist. So we use this pain to support change. To build bridges, not to dig graves."

Bardem added: "That’s what it should be about: Building bridges, not digging graves. That’s why it’s urgent and important."