If you hate Barbie, this movie is for you.” This expanded their target audience to…well everyone! By simply acknowledging this love-hate relationship, they are not only addressing those with fond childhood memories playing with Barbies, but also those who have felt misrepresented by the brand over the years.

Who is the target market for the Barbie movie?

This overwhelming success can perhaps be attributed by the fact that director Greta Gerwig and the entire cast understood their main target audience—women and girls. In fact, the audience was 66.2 percent female and significantly younger, with 74.6 percent under the age of 29.

Was Barbie movie marketed to kids?

So she heads to the real world with her companion Ken (Ryan Gosling) to figure out how to fix herself. Despite the fact that the doll is marketed to children, the movie seems to be trying to appeal to older audiences who have memories of growing up with Barbie.

What is the message behind the movie Barbie?

“I felt that the movie was a journey to self-discovery,” she explains. “Every character was along that journey in finding out who they really are and discovering that, at the end of the day, anyone can be anything and there's no one to stop you.”

What marketing strategies did Barbie use?

In the world of marketing, Barbie stands as a shining example of enduring success. Her marketing strategy, built on personalization, inclusivity, smart collaborations, innovation, storytelling, and anticipation, has kept her in the hearts and minds of a wide and diverse audience for decades.

Barbie's Insane Marketing: Becoming a Billion Dollar Movie

How was the movie Barbie marketed?

Mattel did not limit its marketing efforts to the traditional channels. They leveraged a multi-platform approach, including social media, influencer partnerships, merchandise tie-ins, and interactive online experiences. This allowed Barbie to engage with its audience across various touchpoints.

Who are Barbies customers?

Mattel's Barbie demographic may be young girls between ages 3-12, but the target audience of Gerwig's 2023 film far exceeds this population. Female viewers of every era largely compose Barbie's projected public, from the Silent Generation, who purchased the first Barbies for their children to Gen Alpha, the newest ...

Why was Barbie controversial?

Some argue that her emphasis on fashion, beauty, and materialism strengthens stereotypes and limits girls' aspirations. They claim that Barbie fails to empower young girls to pursue careers in male-dominated fields or engage in activities traditionally seen as "boyish."

Is the Barbie movie feminist?

Director Greta Gerwig, who has built a devoted following for such female-forward movies as Lady Bird and Little Women, has labeled Barbie "most certainly a feminist film." Mattel executives, on the other hand, have said the opposite.

What are the criticisms of the Barbie movie?

Surely it is possible to criticize “Barbie” as a creative endeavor. To state that despite its overstuffed playroom aesthetic and musical glaze, the movie was boring. There were no recognizable human characters, something four “Toy Story” movies have shown can be done in a movie populated by toys.

How did the Barbie movie impact society?

In August, ResumeBuilder.com surveyed three hundred Americans who saw the film, and asked how it impacted their opinions on gender roles in the workplace. 63% said that they were more aware of patriarchy in the workplace and 53% said that the movie improved their view of women in the workplace.

Is the Barbie movie marketing?

There's no doubt that the Barbie movie marketing strategy will go down in history as one of the greatest marketing campaigns ever to exist. From its unfaltering continuity and incredibly fun, appealing ways to draw the attention of its audience, it's no wonder why the film performed as well as it did at the box office.

Why are people obsessed with the Barbie movie?

The screenwriters know how to use the power of nostalgia…

Another reason people plan to see the film in theaters is that the toy is iconic to their childhood; they were giddy when they saw Robbie sport Barbie's iconic black-and-white swimsuit in one of the film's early trailers.

How did Mattel benefit from the Barbie movie?

Since its July release, the Barbie movie has generated more than $1.4 billion in global ticket sales and is the highest-grossing picture ever made by Warner Bros. As a production partner on the movie, Mattel receives a share of ticket sales and streaming revenue.

What was Barbie movie marketing budget?

It's estimated that over $150 million was spent on the film's marketing campaign, more than its production budget of $145 million, Vanity Fair reported.

What percent of girls own a Barbie?

Even in demanding positions, though, Barbie retained her fashion sense. Factoyd: Ninety percent of American girls own at least one Barbie doll, and the average girl owns 10!

Did Mattel have to approve the Barbie movie?

The short answer is yes. In fact, not only did Mattel approve “Barbie”, directed by Greta Gerwig, it is also the first film from Mattel Films. The famous doll's big screen appearance caused a social media storm. It smashed box office records and sparked discussions on society's expectations of women.

Was there a sugar daddy Ken?

There are also two discontinued Kens that take part in the scene with all the forgotten dolls. The first is Sugar Daddy Ken, a modern doll portrayed by British actor Rob Brydon. Sugar Daddy Ken was created in 2009 for Barbie's 50th anniversary as part of the adult doll collection line for Mattel.

Is Anne Hathaway in Barbie?

Anne Hathaway has nothing but love for Barbie, even though she's not in it! Years after Hathaway was initially attached to a version of the Barbie film that didn't pan out, the actress, 41, appeared on the most recent Happy Sad Confused podcast episode and discussed her support for the Greta Gerwig-directed film.

Why didn't people like the Barbie movie?

In the days leading up to the release of the Barbie movie, directed by Greta Gerwig, the film has endured various attacks by right-wing figures, whose issue with the movie lies in what they say is a “woke” and “feminist” agenda.

Why was pregnant Barbie banned?

Midge's run as the youthful, freckled sidekick has been sporadic and at times turbulent, with only a handful of releases in the '60s, before she resurfaced in the '80s and '90s. Then, a pregnant version of the doll was unceremoniously pulled from store shelves in 2002 amid fears she was promoting teen motherhood.

Why was Barbie banned in Russia?

Barbie is bad influence, Russian officials say

Commentaries in state media have linked the movie and the doll to the United States' “downhill” culture and geopolitical aims.

What is Barbies legal name?

Barbie's full name is Barbara Millicent Roberts.

Who is Barbies enemy?

Raquelle Sherwood is a main character and occasional antagonist in Barbie: Life in the Dreamhouse. She lives in the Raquelle Mansion. Raquelle is constantly trying to prove to Ken that she is better than her enemy Barbie to win him over.

What's Barbies real name?

Fictional biography

Barbie's full name is Barbara Millicent Roberts and her parents' names are given as George and Margaret Roberts from the fictional town of Willows, Wisconsin, in a series of novels published by Random House in the 1960s.