With 50.5 billion TikTok views as of Thursday, Barbie is a prime target for small brands searching for more visibility online. Read more at straitstimes.com.
NEW YORK – It is Barbie’s world, and US small businesses hope their social-media marketing can help them cash in on it.
But as Mattel-licensed Barbie marketing and products flood big companies’ stores, hotel suites and social media posts, small firms also seek to capitalise on the hype. Once the firm saw the excitement around the Barbie movie, it wanted to jump on the opportunity, owner Wilglory Tanjong said. The shops offered free cocktails, flash tattoos and a life-sized Barbie box. Its TikTok video for the event drew more than 100,000 views.
Mr J. Walker Smith, a consultant at research firm Kantar, said that no matter the size of the company, it is important to be on-trend and getting behind the Barbie momentum “is a very good idea”.
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