Before Greta Gerwig’s ‘Barbie’ could put the box office on fire and collect USD 337 million worldwide in two weeks, it was a merchandise hit. According to media reports, Brand strategist Moshe Isaacian made deep research and found that the director of the Mattel-themed movie had associated with many brands and earned a good amount of money.
The products included a gaming console, a pair of shoes, a hotel, a house, an insurance commercial, roller blades, a toy car, a lunchbox, a candle, rugs, nail polish, and many other items.
The Barbie logo along with the pink color simply created magic. In fact, Mattel co-branded the products with its iconic movie. A market expert said that a retailer can not miss a wave of popularity and ‘Barbie’ is the new wave, so all types of retailers want to ride the wave for their own profit.
Wunder Garten, a beer garden situated in Washington D.C. tried to cash the opportunity and offered the Barbie-themed cocktails, pink food, and many other things.
The Mattel toy franchise also attracted candle makers, which came out with an innovative Barbie Dreamhouse candle. Lauren McCord, General Manager of Homesick told CNN that more than 70% of Dreamhouse purchases were made by new clients.
Clothing retailers too were fascinated by the pink girl. Some companies offered branded t-shirts, caps, and shirts, based on the Barbie theme washed in pink color. The ties between Gap and Mattel have taken a new turn with Gap announcing that Mattel’s president and Chief Operating Officer Richard Dickson will take over as their new CEO.
FAQs:
Q1. How has ‘Barbie’ influenced retailers?
A1. The makers of ‘Barbie’ have associated with more than a hundred products to co-brand and promote their sales. The products include a gaming console, a pair of shoes, a hotel, a house, an insurance commercial, roller blades, a toy car, a lunchbox, a candle, rugs, nail polish, and many other items.
Q2. How has ‘Barbie’ influenced the catering and cocktail business?
A2. Wunder Garten, a beer garden situated in Washington D.C. tried to cash the opportunity and offered the Barbie-themed cocktails, pink food, and many other things.
