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Global Retailers Cash in on Barbie Movie Craze


Shoppers are snapping up Barbie hoop earrings, perfume, jumpsuits, and dresses as retailers seek to cash in on Friday’s Barbie film release, reigniting the craze for the plastic doll and her hot pink, sequin-adorned universe.

With many consumers spending less amid a cost of living squeeze, retailers are jumping at the opportunity to persuade shoppers to buy more expensive items and boost their revenues.

The vast range of products and brand tie-ups, many aimed at adults, are a bet on the nostalgia trip that Barbie represents for many who played with the doll as children.

Mattel, which owns the brand, aims for the film to renew the doll’s nostalgic appeal, while also embedding Barbie into the psyche of a new generation.

“I don’t think we’ve ever seen this many brand partnerships coming out of one film,” said Jo Ashdown, managing partner at Mando-Connect, a brand partnership agency that is part of WPP .

Men, too, can buy into the trend with a fuchsia suit, or cowboy boots and denim shirt to match the styles worn by Ryan Gosling in his role as Barbie’s boyfriend, Ken.

Apparel and footwear brands from H&M to Primark, Gap, Superga and Crocs, have launched Barbie collections.

A Zara Barbie eau de parfum, hoop earrings, and pink cropped hoodie were all out of stock by Wednesday on the brand’s UK site. A fuchsia double-breasted suit blazer for men, priced at £89.99 (€104.01), was also out of stock.

A Gap Barbie hoodie for women was available only in size XXS online, while a pair of Barbie Crocs, priced at $59.99 – $10 more than normal Crocs – was sold out on the Crocs website. Luggage brand Beis had a waiting list for all three sizes of suitcases in a Barbie pink, priced at a premium to its usual colour range.

The sheer amount of merchandise – from Barbie rugs to Barbie toothbrushes – raises a possibility of the brand overstretching, but a renewed emphasis on diversity and inclusivity from Mattel, retail partners, and the film itself, could provide enough novelty to keep people interested.

“Everybody can be a Barbie or a Ken,” said James Zahn, editor of trade magazine The Toy Book. “I think that’s helped grow the brand without oversaturating it.”

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Monte OZ
Monte OZ is a highly accomplished and respected international freelance journalist, travel and active adventure reporter, and leading entertainment & lifestyle blogger based in Africa. With a passion for storytelling, a sense of adventure, and an eye for all things captivating, Monte has become a prominent figure in the world of travel, entertainment, and lifestyle journalism. Born and raised in Africa, Monte developed a deep appreciation for the continent's diverse cultures, rich heritage, and vibrant entertainment scene. His upbringing fueled his desire to share Africa's untold stories and showcase its dynamic lifestyle to a global audience. Monte's extensive experience and expertise have made him a sought-after authority on all things related to travel, adventure, entertainment, and lifestyle in Africa. As an international freelance journalist, Monte has made significant contributions to various prestigious publications worldwide. His captivating articles, insightful interviews, and engaging features have graced the pages of leading entertainment magazines, lifestyle publications, and reputable news outlets. Monte's unique ability to capture the essence of Africa's entertainment and lifestyle scene has garnered widespread acclaim and recognition. With a love for exploration and a thirst for adrenaline, Monte also thrives as an active adventure reporter. He has embarked on daring expeditions, immersing himself in Africa's wild landscapes, and documenting his adrenaline-pumping experiences. Whether it's conquering treacherous peaks, exploring remote jungles, or engaging in heart-pounding activities, Monte's adventurous spirit and daring escapades inspire readers to embrace their own sense of adventure. In addition to his work in journalism and adventure reporting, Monte is a leading entertainment & lifestyle blogger in Africa. Through his influential blog, he offers readers an insider's view of the continent's vibrant entertainment scene, trendy hotspots, fashion trends, culinary delights, and cultural experiences. Monte's unique blend of storytelling, personal insights, and expert recommendations has made his blog a go-to resource for entertainment and lifestyle enthusiasts seeking the pulse of Africa's dynamic culture. Beyond his professional pursuits, Monte is a passionate advocate for promoting Africa's talent, creativity, and cultural diversity. He actively supports and champions emerging artists, musicians, designers, and entrepreneurs, helping to showcase their work to a broader audience. Monte's dedication to promoting Africa's vibrant entertainment and lifestyle industry has positioned him as a respected influencer and tastemaker within the African and global entertainment communities. With a commitment to excellence, a passion for exploration, and a talent for captivating storytelling, Monte Oz continues to captivate audiences worldwide. As an international freelance journalist, travel and active adventure reporter, and leading entertainment & lifestyle blogger, his work has left an indelible mark on the world of journalism, travel, and entertainment, solidifying his position as a trusted authority and go-to resource for all things related to African travel, adventure, and lifestyle.