Awash in Pink, Everyone Wants a Piece of the ‘Barbie’ Movie Marketing Mania 

A woman holds a Barbie doll after watching the "Barbie" film at the SM North Edsa in Quezon City on July 19, 2023. (AFP)
A woman holds a Barbie doll after watching the "Barbie" film at the SM North Edsa in Quezon City on July 19, 2023. (AFP)
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Awash in Pink, Everyone Wants a Piece of the ‘Barbie’ Movie Marketing Mania 

A woman holds a Barbie doll after watching the "Barbie" film at the SM North Edsa in Quezon City on July 19, 2023. (AFP)
A woman holds a Barbie doll after watching the "Barbie" film at the SM North Edsa in Quezon City on July 19, 2023. (AFP)

Pink sauce on that Burger King burger? What about "Barbie-fying" your pet with sweaters and beds with Barbie motifs? If that's too low-brow, perhaps you'd be interested in hot pink Barbie monogrammed knit leggings by luxury designer Balmain instead, selling at Neiman Marcus for a cool $2,150.

Welcome to the wonderful and weird world of "Barbie" movie marketing.

Ahead of Friday's US release of the "Barbie" movie, parent company Mattel has created a product marketing blitz with more than 100 brands plastering pink everywhere.

There are pink benches at bus stops and pink clothing displayed in store windows. Microsoft's XBox has come up with a Barbie console series and HGTV is hosting a four-part Barbie Dreamhouse Challenge.

And then there are all the unofficial collaborators trying to grab a piece of Barbie craze. Restaurants across the country are offering special pink cocktails, while interior decorators are showing options like vibrant pink backsplashes to "Barbiefy" your kitchen.

Even the organization I Support the Girls — a nonprofit that has provided 22 million bras and menstrual hygiene products to homeless people, refugees and immigrants — is creating a social media campaign around menstrual periods using Barbie and having volunteers create miniature packages of Barbie-sized menstrual pads and tampons as teaching tools.

"The capability to share stories and knowledge through playing with Barbie is what made us realize we need to jump on this pop culture Barbie bandwagon," said Dana Marlowe, founder and executive of I Support the Girls. "If you can see yourself in a toy or in a doll, we want to also make sure that we’re raising awareness about bras and and clean underwear and the like."

Some experts say all the marketing beyond the movie is only good for the 64-year-old brand, helping to attract multi-generations of fans.

"When a brand owns something as iconic as the color pink, it's good news and bad news," said Marc Rosenberg, a Chicago-based toy consultant who led the global marketing teams for Hasbro's brands like Furby, GigaPets, and Hit Clips. "In this case, I think it’s all good news. Everyone in the world wants a piece of pink now."

But pundits also say it's going to be hard for many of the products to stand out when the world is awash in pink.

"There is such a stampede toward this that most people are going to get stepped on and will not be noticed," said Allen Adamson, co-founder of marketing consultancy Metaforce, noting he believes there will be more losers than winners.

For some shoppers like Hollie Krause of Mahwah, New Jersey, Barbie pink blitz that ramped up since June is already getting too much.

Krause, 31, said that she loved her Barbie dolls growing up and had about 20 of them along with a Barbie Dreamhouse. So when some of the merchandise started to roll in earlier this year, she bought Barbie-themed pajamas, a Barbie T-shirt, Barbie-trademarked pink lemonade, along with some other pink outfits.

Now she's feeling overwhelmed.

"Barbie is supposed to be for everyone, but these nostalgic collaborations should feel a little bit more unique or a little bit more creative," said Krause, who plans to focus on limited edition items.

Barbie's first live action movie, an homage to the doll with some biting satire, comes at a time when Barbie sales have been up and down after slumping from 2012 to 2015, when it faced stiff competition from other dolls and was under attack for pushing unrealistic beauty standards to girls and lost some relevance. It enjoyed a big bump in sales during the depths of the pandemic when parents were looking to entertain their children.

Barbie now accounts for one-third of Mattel's revenue and it has been diversifying the dolls with more skin tones and versions with prosthetic legs, wheelchairs and hearing aids. This year, it unveiled its first Down Syndrome doll.

As a result, according to market research firm Circana, Barbie has remained the top fashion doll for the past four years starting in 2019 and through June of this year in the US as well in the combined 12 countries that Circana tracks.

So far, product marketing around the movie has done well.

Mattel's Barbie that was specifically made for the movie and is dressed in a pink gingham dress, is No. 1 in sales for dolls and for the pre-school dolls and dollhouse category sold on Amazon, according to the retailer's website.

Neiman Marcus noted that it launched its exclusive Barbie collaboration with Balmain last year and sold out of many items in the first few days. Based on the success of last year’s collaboration and the current Barbiecore cultural phenomenon, it has reissued the collection starting July 10, the retailer said.

Then there's the mixed social media reviews for the "Pink Burger" offered by Burger King’s franchisee in Brazil. It's offering a slice of melted cheese, bacon and a smoky-flavored hot pink sauce. The Pink Burger comes in a Barbie Combo, which also features French fries (dubbed "Ken’s Potatoes"), a pink shake and a pink-frosted donut.

"Has BK completely lost its creativity or is just too lazy to think of something better?" said one comment on Burger King Brazil's Instagram account.

Restaurant Brands noted it is a limited-time partnership sold exclusively in the Brazil market and will not be available in the United States nor elsewhere.



Oasis Fans Converge as Mega-tour Kicks Off in UK

Oasis are performing together for the first time since 2009. MIKE CLARKE / AFP
Oasis are performing together for the first time since 2009. MIKE CLARKE / AFP
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Oasis Fans Converge as Mega-tour Kicks Off in UK

Oasis are performing together for the first time since 2009. MIKE CLARKE / AFP
Oasis are performing together for the first time since 2009. MIKE CLARKE / AFP

Tens of thousands of ecstatic Oasis fans descend Friday on Cardiff as the legendary Britpop band kicks off a highly anticipated reunion tour nearly 16 years after last performing together.

The concert at the Principality Stadium in the Welsh capital will be the first of a 41-date run of gigs spanning the world, including in the United States, Japan, Australia and Brazil, AFP said.

Once-warring brothers Liam and Noel Gallagher, their bandmates and UK support acts will play in Cardiff on Friday and Saturday before five hometown gigs in Manchester starting on July 11.

Further sold-out British and Irish concerts will follow at London's Wembley Stadium, Edinburgh's Murrayfield Stadium and Dublin's Croke Park, before the international leg of their Oasis Live '25 tour.

"All that matters is how the people in that stadium feel," Liam Gallagher, 52, said on social media last week, as months of anticipation reach a climax.

Fans have been sharing their excitement at the first chance to see Oasis play live since 2009 -- or ever -- after it was long seen as a remote prospect following one of music's most acrimonious break-ups.

The band's 1990s gigs are the stuff of legend.

"The feeling is biblical!" fuel tanker driver Sean Campbell, 35, told AFP before attending Friday's gig.

"I've been waiting years for their return. I missed out on going years ago, so this is my first time seeing them live."

Ticket controversy

Oasis, famous for 1990s hits like "Live Forever" and "Wonderwall", announced its comeback tour last August, days before the 30th anniversary of their debut album, "Definitely Maybe".

The Manchester rockers split in 2009, with Noel saying he "simply could not go on working with Liam a day longer".

The Gallagher brothers had maintained a war of words about each other for more than a decade, performing individually over those years but never together.

The surprise announcement that they had finally put aside their feud to reunite sparked an online frenzy for tickets but outrage over sudden price hikes that saw Britain's competition watchdog threaten legal action.

Resale tickets costing thousands of pounds have surfaced, while fans have also been targeted by online scams.

Britain's Lloyds Bank estimated in April that victims had collectively lost more than £2 million ($2.7 million).

The tour is expected to be a boon for the struggling UK economy.

Fans could spend more than £1 billion combined on tickets and outgoings such as transportation and accommodation, Barclays bank estimated in May.

'Rough and ready'

Oasis will be supported in the UK by Richard Ashcroft, frontman of British rock band The Verve, as well as the Liverpool-formed band Cast.

The band has not released the setlist for their opening and other shows, with rampant speculation online over which classic tracks will feature and whether any new material will be performed.

There are also many rumors over the potential for special guests appearances.

Illuminated drones displayed Oasis's classic logo above the Cardiff stadium late Wednesday, in a one-night display adding to the buzz around the tour's kick-off.

Gates open Friday at 5:00 pm (1600 GMT), with the band due on stage just over three hours later after both support acts have played.

The performance will wrap up by 10:30 pm, organizers said.

The stadium, which has a capacity of 74,500 for concerts, is set to have its retractable roof closed for both nights, with an incredible atmosphere expected.

Oasis reportedly began jamming together months ago, before starting rehearsals in London more recently.

The band has reportedly welcomed several new members for the tour, including a keyboard player and drummer.

Writing in the tour program, Noel, 58, reflected on the band's enduring popularity, saying "a new generation recognizes how Oasis wasn't manufactured".

"It was chaotic, and flawed, and not technically brilliant. We were rough and ready guys from a rehearsal room, and people recognized it."