Has Mattel Gone Overboard With Its Barbiecore Marketing Push? — Retail Bum

Mattel’s marketing machinery has been operating in full swing, drumming up excitement for the launch of the much-awaited Barbie on July 21, 2023.

Lead actress Margot Robbie has been jet-setting across the globe, appearing at movie premiers dressed in Barbie grab head to toe. Meanwhile, celebrities from Dua Lipa to Paris Hilton have been busy promoting all things Barbie on their social media accounts.

Adding to the Barbie mania, fans are planning bottomless brunches for July 21, 2023, using an AI-powered Barbie selfie generator for creating viral memes, and turning to Instagram-friendly pop-ups in malls and retail stores like Zara to shop and snap pictures in a hot pink setup.

And this is only just scratching the surface. Mattel has signed hundreds of licensing agreements with brands for clothes, shoes, makeup rugs, fast food, and even Xbox controllers.

In Malibu, Airbnb has listed Barbie’s Malibu DreamHouse, a three-story, hot pink mansion equipped with a swimming pool, a tall and curvy pink slide, a disco roller rink, and an outdoor glittery dance floor — all guests could possibly need to experience living their Barbie dreams.