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Tomorrow is the premiere of the movie Barbie, starring actress Margot Robbie and actor Ryan Gosling, and ‘pink fever’ intensifies among fans and brands, that they have not lost any opportunity to be part of the ‘Barbiemanía’
(See: OLX, another of the firms that joins the country’s technological exodus).
From viral ads on social networks, clothing, footwear and even products inspired by the emblematic doll are some of the samples that today invade the internet and store windows around the world.
In fact, this film, which hits theaters on July 20, has been a worldwide marketing phenomenon. And regardless of the sector to which they belong, companies have managed to reach the public with the pink so representative of the iconic Barbie.
companies like Cemex have taken advantage of this boom to launch brand positioning strategies such as “pink concrete”.
“We used artificial intelligence to see what Barbie’s Dream House would look like if it were made of our pink concrete. Do you like it?”, published the brand through its official Twitter account.
Other international companies that have joined this wave They are Airbnb, Microsoft, the cosmetic brand NYX, Aldo, GAP, Zara, Starbucks, Pandora, among others.
(See: ‘Barbie’ style, the Presidency announces its visit to San Andrés).
Since the Barbie trailer was revealed, where the doll’s feet and some of her most representative outfits appeared, brands like Aldo did not miss the opportunity to launch a shoe collection inspired by the character. Its limited edition also includes bags and accessories.
According to the Canadian company, this collaboration had as its main objective to arouse fun and reconnect its consumers with the world of Barbie.
The makeup company NYX also presented a collaboration based on the film. This collection includes shadow palettes, lip glosses, eye pencils, and a mirror in the shape of a cell phone, among other products.
Brands like Zara, from the Inditex Group, recently presented a line inspired by Barbie. This collection has garments in pink tones and some denim outfits, it stands out for having all sizes, including XL.
The GAP brand also dressed as Barbie and offers clothes for girls in its storeswhich includes pink t-shirts and sweaters, among other garments.
(See: The particular reason why ‘Barbie’ has been banned in Vietnam).
barbie the movie
Warner Bros
Likewise, the Danish accessories company Pandora announced that a pink portfolio will be available.
“Pandora has the perfect piece for every Barbiecore look. Our styles embrace the trend and combine vibrant collections to celebrate this significant moment in culture.”He pointed to the brand.
At the local level, fashion brands such as
But beyond fashion, the Barbie world cannot be complete without her “dream” mansion. That is why brands like Airbnb and the Hilton hotel chain have opened a space to bring fans closer to the Barbie style.
In order for doll fans to enjoy a great experiencethe digital platform dedicated to the accommodation offer announced weeks ago that it has the iconic Barbie mansion available in Malibu, California for users to rent.
In Bogota, the Hilton Corferias hotel presented the first themed room in the country inspired by the doll. As explained by the company, the design of this space seeks to celebrate the innovation, fantasy and fun that characterize the universe of this character.
The 48-square-meter room is located on the 13th floor of the hotel and its decoration was inspired by the 90s to transport guests to the world of Barbie.
(See: ‘Barbiemanía’ arrives in Bogotá: they launch a Barbie-themed room).
At the search level, applications such as Pinterest have highlighted that the influence of the movie Barbie has been growing among the users of this platform.
According to data collected, “Barbiecore” (doll-inspired women’s fashion) and “Barbie moodboard” (inspiration board) increased by 980% and 1,290%, respectively compared to last year.
“Among the fashion trends we find searches such as ‘Barbie theme look’ (+485%), ‘fuchsia pink cowboy boots’ (+70%). When it comes to interiors, “Barbie’s room decoration” increased by 500%,” the app noted.
The Google search engine has also surprised fans of the film. And it is that when looking for the protagonists of the tape, the search engine automatically changes the page to a pink color with sparkles.
(See: This is the ‘Barbie’ house that you can enjoy if you rent it).
Inspired by the new movie, companies like Microsoft also announced collaborations with Mattel and Warner Bros to present the new Xbox Series S Barbie edition console.
For its part, the Starbucks company surprised its consumers with the ‘Barbie’ drink.
In addition, The dating platform Bumble announced that it will have a dynamic available within its app that seeks to bring users closer to the film.
JOHANA LORDUY
Journalist Portfolio
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