It's Barbie's summer, and we are just living in it.
Created by Ruth Handler and launched in 1959, Barbie (named after Ruth’s daughter, Barbara) is a dolls, accessories, and entertainment brand underneath the Mattel umbrella.
Despite ongoing controversy about her appearance and lack of diversity, Barbie inspired multiple generations of girls to dream beyond marriage and motherhood. Over her 64-year career, she’s has had more than 250 jobs including presidential candidate, astronaut, and surgeon.
Now, she's a full fledge movie star. Her first full-feature film hit movie screens in July 2023. Leading up to the movie's release, multiple brands collaborated with Mattel on promotional products and activations.
Here are a few examples of how women-owned CPG companies partnered with the brand on licensed and limited-time-only products. Come on, readers, let's go party.
Barefoot Dreams: After all the vibrant colors of Barbie's world, a reprieve might be in order. That's where Barefoot Dreams has you covered. Their Barbie loungewear, robes, and blankets collection promotes relaxation and calmness in a subdued version of the famous pink tone. Founded in 1994 by Annette Cook, it is now led by Annette's husband, Stan. Annette passed away from cancer in 2012.
Beis: A luggage and travel accessories company founded by Shay Mitchell (from Pretty Little Liars fame), created limited travel products in the famous Barbie pink hue.
Canada Pooch: Even our furry friends are getting in on Barbiecore. Canada Pooch, founded by Jacqueline Prehogan, created apparel and accessories for dogs and their Barbie-loving owners, including fanny packs, leashes, and toys.
Glasshouse: You can dress like Barbie, and now you can smell like her, thanks to a collaboration between Mattel and Glasshouse Fragrances. The Barbie Dreamhouse scented candle will transform your home into Barbie's famous residence. Founder Nicole Eckels told Modern Retail how the product almost didn't come to fruition. She tried to capture a "new doll smell" that invoked the Barbie unboxing moment and looked to infuse notes of raspberry, fresh strawberries, and plastic doll accord to achieve the effect. Department stores were hesitant at the beginning. "As soon as we showed them the product and the movie buzz started, they jumped at the chance to carry it," Eckels said. "There's Barbie fever, and people are catching it, even if they aren't the biggest fan of the doll."
Hally: The hair dye brand is channeling rockstar Barbie with its collaboration featuring three hair color sets in pink, blue, and purple shades. "We can't afford a Super Bowl ad," said Kathryn Winokur, Hally founder, in an INC article. "But we can work with an entity that's so much bigger than we are and borrow them and have people learn about Hally potentially for the first time through this collab."
Kitsch: A one-stop shop for everyday essentials, Kitsch introduced a Barbie-inspired hair accessories line featuring a hot pink satin pillow case, a sparkly scrunchie, and a Barbie hair claw. "Barbie is the original girl empowerment brand, and as a female-owned company, we're so proud to work with them to create our new Barbie® x Kitsch collection," said Cassandra Morales Thurswell, the founder and CEO of Kitsch.
MuMu: An e-commerce platform co-founded by Cologne Trude and Cammy Miller, MuMu allows you to dress like Malibu Barbie regardless of weather or season. Pink bathing suits, summery dresses, and bright workout attire will enable you to live your best Barbie life.
NYX Cosmetics: Now that Barbie is a movie star, she must always be camera-ready. NYX Cosmetics, founded by Toni Ko, created an exclusive makeup line for the Barbies and Kens of the world to create their own look. However, the line's real star is the flip phone mirror compact (of course, in hot pink).
Swoon: A zero-sugar beverage company, collaborated with Mattel on Barbie Pink Lemonade. Co-founded by lifelong friends Jennifer Ross and Cristina Ros Blankfein, Swoon is an alternative to unhealthy sugary beverage options. "We are beyond excited to be partnering with a brand as iconic as Barbie," Ross, who has type 1 diabetes, said in a Forbes article. "Both of our brands focus on celebrating life's little moments and elevating the everyday things we all do, so we hope this product can be a moment of joy for fans of both brands." Not only are Swoon drinks better for your health, but 10% of all net sales of the Pink Lemonade will be donated to the Barbie Dream Gap Project, which provides resources, curriculum, skills development, and leadership opportunities to girls between the ages of 5 and 10 across the globe.
Brand collaborations are a great way to cut through the clutter and introduce your product to a new audience. However, it's important to note that licensing trademarks and intellectual property can be costly for emerging brands. However, as Barbie has taught us, anything is possible, and "you can be anything."
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