The Marketing Strategy of Barbie Painted Pink All Over

Barbie's starting point is Bild Lili, the main female character in the cartoons made by Reinhard Beuthien in the German newspaper Bild. Ruth Handler, the founder of the Mattel company, discovered this character during a trip to Europe in 1956. It was presented to the public at the New York International Toy Fair in 1959.

With the release of the movie Barbie directed by Greta Gerwig, we see that a very effective marketing strategy has been followed for the promotion of the movie. It wouldn't be wrong to say that the Barbie marketing team painted the whole world in Pantone 219-C pink color.
The marketing team has developed an artificial intelligence app for Barbie where fans can get involved in the Barbie world. On the Selfie Generator page, fans can upload their photo and create their Barbie-themed selfies. In addition, in some cities, only plain pink billboards with the Barbie logo were hung. Such minimal billboard work has once again revealed how high Barbie's brand awareness is.

Many brands have also released Barbie-related products, from the Barbie-themed X-box game console to the Burger King Pink Burger and Milkshake. ALDO Brand shoe collection, Zara clothing collection has been released. While the NYX brand is releasing Barbie-themed make-up materials, even a Barbie-themed carpet has been produced.

The Barbie movie has not only emerged with an incredible marketing strategy all over the world but also enriched its marketing with the Oppenheimer movie it was released at the same time. An expression such as "Barbienheimer" was derived and images and tweets combining the two projects were humorously featured on social media.