With the recent partnership between Olipop and Barbie, it seems we are truly living in the Barbie world. The Barbie movie, released in the latter half of last year, has expanded the brand beyond toys and entertainment. Collaborations with brands such as Olipop, Zara, Airbnb, and Burger King have captivated new audiences from various industries. As Barbie to this day continues to introduce new collaborations, the significance of brand partnerships becomes increasingly evident.

The Barbie Craze

The Barbie movie featuring an all-star cast with Margot Robbie starring as Barbie and Ryan Gosling as Ken, was released on July 21, 2023. The movie tells the story of Barbie’s journey from her perfect dream world in Barbie Land to the real world, where she learns about self-discovery, empowerment, and the complexities of life. Resonating with audiences of all ages, the film inspired brands to incorporate Barbie-themed marketing into their strategies, leading to a surge in Barbie brand partnerships.

In July 2023, Burger King Brazil shared the first photos of the Barbie meal kit right before the highly anticipated movie. The kit featured a Barbie-esque-themed shake topped with a full donut, “Ken’s potatoes” (French fries in a Barbie-themed container), and more notably, the Barbie Burger. The cheeseburger comes topped with bacon bits and the signature pink sauce that Barbie fans couldn’t get enough of. Although the meal kit was exclusive to Brazil, it created quite a buzz throughout the nation in anticipation of the movie. 

The movie highlighted the iconic pink mansion set in Malibu where Barbie resided. As a unique promotion, Airbnb partnered with Barbie for a giveaway that gave two fans the chance to stay at the glamorous pink estate. The two lucky winners indulged themselves with the decked-out Barbie features such as the stylish furniture and the glamorous closets filled with iconic outfits in the movie. It was truly a dream come true for the avid fans, and the perfect way to bring even more excitement to the movie.

Another well-known Barbie collaboration involves the fashion retail store Zara, which sought to captivate Barbie fans with an exclusive clothing line and home goods. The collection featured clothing, perfume, accessories, and home items offering fans the most authentic Barbie experience. Barbie x Zara hosted pop-ups in big cities like New York, Paris, and New Zealand, allowing fans to immerse themselves fully into the Barbie world experience. 

The Barbie Effects

The most important takeaway from the many Barbie collaborations is “The Barbie Effect.” This phenomenon refers to brands jumping on the bandwagon to incorporate Barbie-themed marketing into their strategies. The Barbie Effect plays a significant role in challenging traditional gender roles and stereotypes. As portrayed in the movie, Barbie essentially encourages girls to pursue their passions and dreams. These partnerships set an example of how being unique can only bring excitement to the world. The impact of Barbie collaborations sets the standards for all brands to be unique and to be flexible enough to have a footprint in every industry.  Moreover, Barbie’s commitment to diversity and inclusion has been a driving force behind her enduring popularity and an opportunity for brands to collaborate. Barbie has become a symbol of diversity and representation, with dolls available in a wide range of skin tones, body types, and ethnicities, celebrating the beauty and uniqueness of all individuals. Collaborations involving the Barbie clothing line and pop-up stores offer consumers an immersive brand experience.

Importance of Brand Partnerships

The Barbie Effect is a testament to the lasting impact of Barbie on popular culture and society. With many new collaborations to come, it is important to understand the bigger picture Barbie is trying to paint. Barbie has inspired generations of people to dream big through her influence in fashion, beauty standards, gender roles, and diversity. Thus, the Barbie collaborations teach us the value of connecting with consumers on a deeper level. They create an emotional connection through nostalgia while also appealing to new audiences. The various Barbie collaborations showcase her impact on popular culture and society, highlighting the necessity for brands to remain attuned to industry trends in order to resonate effectively with consumers. Want to learn more about partnerships? Download our white paper on Unlocking the Power of Marketing Partnerships!