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.



Where's Marty McFly's Guitar? Search Is on for ‘Back to the Future’ Prop 4 Decades Later 

Michael J. Fox arrives at “A Country Thing Happened on the Way to Cure Parkinson's” in Nashville, Tenn., on April 26, 2023. (AP) 
Michael J. Fox arrives at “A Country Thing Happened on the Way to Cure Parkinson's” in Nashville, Tenn., on April 26, 2023. (AP) 
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Where's Marty McFly's Guitar? Search Is on for ‘Back to the Future’ Prop 4 Decades Later 

Michael J. Fox arrives at “A Country Thing Happened on the Way to Cure Parkinson's” in Nashville, Tenn., on April 26, 2023. (AP) 
Michael J. Fox arrives at “A Country Thing Happened on the Way to Cure Parkinson's” in Nashville, Tenn., on April 26, 2023. (AP) 

Marty McFly grabbed a guitar in “Back to the Future” and rocked out with the band at a 1950s high school dance, helping him narrowly avoid blinking out of existence before time-traveling back to the 1980s.

The guitar, in real life, wasn't as lucky.

Filmmakers went looking for the instrument while making the movie's 1989 sequel, but even now it's nowhere to be found. Four decades after the blockbuster film debuted, the guitar's creator has launched a search for the iconic Cherry Red Gibson ES-345.

Gibson, which is based in Nashville, is asking the public for help tracking it down as the movie turns 40 and as the company produces a new documentary about the search and the film, “Lost to the Future.”

In a video by Gibson, with the movie's theme song playing in the background, “Back to the Future” stars such as Michael J. Fox, Christopher Lloyd, Lea Thompson and Harry Waters Jr. make a cinematic plea. There's also a surprise appearance by Huey Lewis, whose band Huey Lewis and the News performed the soundtrack's headliner song, “The Power of Love.”

Lloyd, in the cadence of Doc Brown, says in the video that the guitar has been “lost to the future.”

“It's somewhere lost in the space-time continuum,” says Fox, who played McFly. “Or it's in some Teamster's garage.”

In the film, McFly steps in for an injured band member at the 1955 school dance with the theme “Enchantment under the Sea,” playing the guitar as students slow dance to “Earth Angel.” He then leads Marvin Barry and the Starlighters in a rendition of “Johnny B. Goode,” calling it an oldie where he comes from even though the 1958 song doesn't exist yet for his audience.

Fox said he wanted McFly to riff through his favorite guitarists' signature styles — Jimi Hendrix behind the head, Pete Townshend's windmill and the Eddie Van Halen hammer. After digging and dancing to “Johnny B. Goode,” the students at the dance fall into an awkward silence as McFly's riffs turn increasingly wild.

“I guess you guys aren't ready for that yet,” McFly says. “But your kids are gonna love it.”