Awash in pink, everyone wants a piece of the Barbie movie marketing mania
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 colour 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. Barbie now accounts for one-third of Mattel’s revenue and it has been diversifying the dolls with more skin tones and versions with prosthetic legs, wheelchairs and hearing aids. This year, it unveiled its first Down syndrome doll.
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Awash in pink, everyone wants a piece of the 'Barbie' movie marketing maniaPink sauce on that Burger King burger? What about 'Barbie-fying' your pet with sweaters and beds with Barbie motifs? If that's too low-brow, perhaps you'd be interested in hot pink Barbie monogrammed knit leggings by luxury designer Balmain instead, selling at Neiman Marcus for a cool US$2,150.
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