Ever since the Barbie movie, starring Margot Robbie as the title character, was announced, fans have been eagerly waiting, and as we approach its July 21 release, the promotion team is going above and beyond to make the world pink.
The devil works hard, but the Barbie movie marketing team works harder. That’s the buzz on social media as anticipation builds ahead of the release of one of the most awaited films of this year, set to release on July 21.
The promotion team behind director Greta Gerwig’s upcoming film is making sure the release is impossible to miss with new stunts and collaborations being released on an almost daily basis.
Fashion fans have sung the praises of Margot Robbie – who plays the title character – and her stylists, who have been digging into the Chanel archives for perfect pink tweed, Barbie-esque jackets as well as choosing colorful pieces from Prada, Bottega Veneta and Valentino . as the star kicks off the film’s press tour.
Earlier this week, a particularly big trick surfaced — an Airbnb listing for, you guessed it, Barbie’s Malibu DreamHouse.
While the Airbnb photos are of a dollhouse model of the mansion, complete with an infinity pool and outdoor dance floor, images of the pink property have leaked, with photojournalist John Schreiber posting a video on Twitter, saying the literally massive stunt can be spotted. from about 10 miles (or 16 km) away.
DreamHouse is the biggest of the marketing team’s seemingly endless push to bring the Barbie movie into the consciousness of perhaps the entire world — whether they like it or not — there are countless other brand partnerships and advertising techniques going on right now. Euronews Culture is here to introduce you to the most striking and unusual among them – and to remind you that it’s Barbie’s world and we’re just living in it.
What would Barbie be without her iconic clothes? A huge range of brands have launched clothes with Barbie’s pink logo and pay homage to her perfectly put-together style. One standout is Aldo, who released a line of pink and silver-toned shoes and bags with added hearts and sparkles, and that’s not all – each piece comes in Barbie-themed packaging.
Also, Claire’s, who launched a very cute collection of hair accessories, leads Barbie’s who launched a 90s-inspired Barbie collection of miniskirts and tank tops along with matching outfits. Luggage brand Béis also got in on the act, offering magenta suitcases and travel bags emblazoned with the phrase “today is the best day ever!”
If you’re more into skincare and beauty products than clothes, Barbie has something for you.
NYX released a whole line of makeup in proper packaging – including a phone and a cassette – and OPI created a perfect pink nail polish.
On the more extreme – or, some might say, weak – end of the spectrum, Moon has announced a Barbie-themed toothbrush and toothpaste collaboration – who doesn’t want to make their bathroom pinker?!
The players are not left out either. Xbox released a DreamHouse console and custom skins, and racing game Forza Horizon 5 announced that it’s now possible to “drive” versions of both Barbie’s 1956 Chevrolet Corvette EV and Ken’s 2022 GMC HUMMER EV, almost naturally.
Barbie has infiltrated cinemas four weeks before the film’s release – and we’re not just talking about big-screen adverts. Moviegoers have been served their drinks and popcorn in themed mugs – in pink, of course – ensuring they’ll have the doll on their minds in whatever film they’ve chosen to watch.
It’s entirely possible that moviegoers will be tempted by some frozen yogurt and get lucky—Pinkberry has launched a special for Barbie. It’s strawberry and dragon fruit flavored and decorated with pink and silver star-shaped sprinkles.
If you miss out on staying at the Malibu DreamHouse, you can always make your own space smell just like it, thanks to a Homesick candle aptly named DreamHouse. Scented with sandalwood, sweet peony and lemon zest, she couldn’t be more Barbie if she tried.
If decor is more your jam, why not take inspiration from Architectural Digest’s tour with Margot Robbie in full Barbie gear as she takes viewers on a journey through the DreamHouse from the film.
Even the press junkies had a hand in the promotion – a few journalists interviewed the cast in hotels decked out in Barbie style throughout.
There have been some reviews of the sheer range of Barbie-themed promotions, which may not come as a huge surprise.
An ad shot in a DreamHouse-like property for insurance company Progressive has raised eyebrows, and a photo of a pink bench with a Barbie ad and, apparently, anti-homelessness plan has drawn criticism on Twitter.
Overall, though, it looks like the whole world is on the verge of going pink with Barbie – and we can’t wait to see what the marketing team has up their (pink) sleeves next!
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