Awash in pink, everyone wants a piece of the ‘Barbie’ movie marketing mania
Ahead of Friday’s U.S. release of the “Barbie” movie, parent company Mattel has created a product marketing blitz with more than 100 brands plastering pink everywhere.
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.
“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.”
For some shoppers like Hollie Krause of Mahwah, New Jersey, Barbie pink blitz that ramped up since June is already getting too much. 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, it has reissued the collection starting July 10, the retailer said.
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