A timeless icon, Barbie has left her mark on several generations. In the digital age, which is full of ephemeral trends, how has this doll created in 1959 managed to regain centre stage? A large part of this success can be explained by the marketing strategy put in place to promote the film. According to various sources, the marketing budget was 150 million dollars, more than the film's production (145 million).
The communications agency Marques & Films handled the entire communications strategy for the launch of the film, with two objectives: 1) to increase toy sales (Mattel's sales fell by 22% in the first quarter of 2023); 2) to raise awareness of the film.
Mattel has decided to be omnipresent on the market, opting for a hype strategy by multiplying partnerships and collaborations in the media, outside the media and on all social networks. The huge commercial success of 'Barbie movie' (over 1 billion in sales 17 days after its release) and the pink wave that has swept over us since the film's launch are food for thought and inspiration. What can we learn from it?