The Kool-Aid is pink, and everyone is chugging it.
Since the first trailer for Greta Gerwig’s Barbie movie released last December, Mattel and Warner Bros. have been working overtime, executing a marketing blitz that has flooded our feeds with Margot Robbie’s fuchsia press tour ‘fits, Ryan Gosling’s “Ken”-ergy, Barbie movie poster memes, and a seemingly endless stream of collaborative merchandise collections encouraging movie-goers to live life in plastic (it’s fantastic!).
To date, over 15 brands looking to capitalize off of Barbie mania have entered licensing agreements with Mattel. There are Barbie-branded Halloween costumes, toothbrushes, roller skates, and cans of lemonade (pink, obviously).
Mattel’s decision to turn its product into a movie and, in turn, transform the movie into an even more expansive line of products fits nicely into the era of MerchTainment, a phenomenon that Highsnobiety’s former editor-in-chief Thom Bettridge identified in 2021. Mattel’s strategy is one the company will likely employ with its future films, an entire cinematic universe that will apparently include films based on its Hot Wheels and UNO toy lines.
Given the sheer volume of recently released Barbie merchandise to choose from, its easy to forget that the movie hasn’t even hit theaters yet — it doesn’t open until July 21. While you wait to spend an exorbitant amount on movie theater tickets, here are all the ways you can spend even more money on the Barbie movie. (Hey, all in the name of Greta Gerwig — we’re not saying it’s not worth it!)
Barbie x Airbnb
Spend the night in an IRL version of Barbie’s Malibu Dream House.
Barbie x Moon
Barbie doesn’t have to worry about tooth decay, but we do.
Barbie x Swoon
If Barbie had blood, this is what it would look like.
Barbie x Cold Stone Creamery
The perfect post-movie treat.
Barbie x Pinkberry
A more on-brand alternative to ColdStone’s Barbie sundae.
Barbie x OPI
The trifecta: sparkles, pinks, and pastels.
Barbie x NYX
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