Barbie's Trailblazing Global Marketing Story

AUG 01, 2023

Marketing House New York focused on how the Barbie craze has influenced the whole world, what is missing in the marketing efforts, and what can be done to eliminate the gender perception and conduct a more effective marketing effort.

The Barbie movie took the world by storm, leaving an indelible mark on popular culture with its captivating storytelling and vibrant pink-themed marketing campaign. But what sets this movie apart is not only its immense success but also its groundbreaking approach to marketing.

Barbie started breaking box office records from the first moment it was released. As of July 2023, "Barbie" has grossed 162,02 million dollars domestically, 194,30 million dollars internationally, and 356,32 million dollars worldwide. In 2023, the movie "Barbie", which was released worldwide, has a female audience of 66.20% and a male audience of 33.80%.

With the release of the movie, Barbie's brand value increased by 113 million dollars compared to last year and reached 701 million dollars in 2023.

In these marketing campaigns, Barbie was over-emphasized, while Ken, the other main protagonist of the movie, was relegated to the background compared to Barbie. However, Ken could have been brought to the forefront of these marketing campaigns. This would have ensured a male-female balance in the movie's viewership rates.

The Barbie marketing team could have developed groundbreaking collaborations with male-oriented brands to further reinforce Ken's importance and appeal to a broader audience. These collaborations could have brought Ken and Barbie into the world of popular video games, sports brands, and male-oriented media, highlighting them as a dynamic duo admired and enjoyed by people of all genders.

They could familiarize boys with the Ken character through sports brands. Ken's partnerships with leading sports brands could encourage boys to see Ken as a role model for staying active and healthy. In addition, by incorporating Ken and Barbie into video games, boys could warm up to the character of Ken, and therefore to Barbie. They could add an element of fun to the gaming experience while also promoting positive gender representation. Players get the chance to interact with Barbie and Ken as a team, moving away from the traditional gender roles often portrayed in video games, and this move would appeal not only to girls but also to boys, who would now see Ken as a relatable and respectable character.

Also with male-oriented media, content can explore themes that are popular with boys and men. For example, TV shows or digital content could include elements of technology, sports, adventure, mystery, or even science fiction. In this way, the marketing team can engage male viewers who may not have previously been interested in Barbie's world. Social media in particular will play an active role here. Because social media ranks first with 52% of the channels through which audiences heard about the movie "Barbie" worldwide in 2023.

The marketing campaign for the Barbie movie could also seek to strengthen the bond between fathers and daughters. By promoting father-daughter bonding during Barbie playtime, the campaign challenged traditional gender norms and encouraged fathers to actively participate in their daughters' play activities. This initiative aims to break down barriers and show that care, attention, and play are not limited to specific genders, but are essential components of healthy parent-child relationships.

In a groundbreaking marketing campaign that subverts the idea of a gendered approach, the Barbie and Ken movie could celebrate equality, diversity, and inclusion. By featuring Ken and appealing to men through male-oriented media, the campaign would break away from traditional marketing norms. Barbie and Ken's partnership exemplifies mutual respect and support, creating a powerful message that resonates with audiences of all genders. Through collaborations with male-focused brands and diverse storylines, the campaign can showcase the appeal of Barbie and Ken as characters who can inspire, entertain and empower everyone. By emphasizing the father-daughter bond, the campaign can reinforce the importance of nurturing relationships, breaking outdated gender stereotypes, and paving the way for a more inclusive and progressive future.

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