With a reported spend of $150million and a monumental array of brand partnerships, the high octane marketing campaign behind the new Barbie movie is undoubtedly the biggest of the year, infiltrating everything from boat cruises to burger sauce. It’s also a perfect example of how cultural moments provide a great opportunity for all businesses to jump on the bandwagon, driving shopper demand amid the frenzied hype.

Household names embracing Barbie-core include Crocs, Zara, Ruggable, NYX Cosmetics, Primark and Burger King, who (along with around 100 other brands) have secured lucrative licensing deals with Mattel. Alongside the many pinked-up products and capsule collections inspired by the world’s most famous doll, standout collaborations include a custom console design from Xbox, a Barbie and Ken themed compliments tool on the Bumble dating app, and an Architectural Digest profile of Barbie’s home, hosted by Margot Robbie. Spectacularly, Airbnb also updated a California mansion last month with a Malibu Dreamhouse makeover, briefly giving fans the chance to stay in a life-size version of the kitsch plastic property. 

On top of official affiliations, countless other brands are getting involved by paying homage to the movie and its unmistakable aesthetic in their own Barbie-fied campaigns. Notable examples include Gymshark, which was quick to update its site and socials with barbell girl puns, and Not On The High Street, which recently held a highly publicised and “totally coincidental” Pink Friday sale.

And it’s not just big brands that can make it work. With forward planning and a creative injection, even the smallest budgets can leverage Barbie buzz, as shown by luxury fashion label, Jayley. By cleverly merchandising its own collections into a range that reflects the Barbie vibe, the brand has authentically joined the conversation via its on-site promos and social channels, appealing to its audience in a fresh and fun way. 

Of course, Barbie isn’t for everyone, so where the links are just too tenuous or the tone is too perky for your product line, look to other attention-grabbing events, major trends and hot topics for inspiration. We recently launched a host of digital campaigns influenced by the Wimbledon tennis final, achieving outstanding results for retailers - including CHO and Stuarts London - by tapping into the surrounding buzz of a much-loved tournament.