Barbie Movie: How the Live-Action Is Doing an Impeccable Marketing Job

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On July 20, the “Barbie” movie, one of the uk mobile database anticipated movies of the year, premiered. With a dedicated fan base and an iconic story and characters, the Barbie franchise expands its horizons to appeal to both young and old audiences.

Here, we will discuss with you the marketing strategies used to promote the film and win over these two distinct audiences. Come with us!


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The beginning of conquering new audiences

Since it was launched more than 60 years ago, thanks to an innovative idea by Mattel to create an adult doll for the children's market, Barbie has conquered the market.

More recently, it has established itself thanks to its connection with young and adult audiences, sparked by striking campaigns. One of these was the partnership with Fiat in 2013, in which a Barbie was produced and sold with a miniature Fiat Cinquecento.

Of course, so much success could not be left out of the wave of live-action productions, which have been gaining more and more space and winning over audiences.

Barbie joined the fun and came with everything, reinventing not only the doll in the real world, but also other important characters in this universe, like Ken.