Adweek Podcast: Yeah, That's Probably Another Barbie Marketing Stunt

Exploring the long game Mattel is playing that goes beyond the Barbie movie

Leaders from Glossier, Shopify, Mastercard and more will take the stage at Brandweek to share what strategies set them apart and how they incorporate the most valued emerging trends. Register to join us this September 23–26 in Phoenix, Arizona.

It’s on Airbnb. It’s on OPI nail polish. It’s on Google search pages when you search Margot Robbie and Ryan Gosling.

The Barbie Movie ad blitz has taken the marketing industry by storm. But there is a lot more to unpack here than the Barbie Pink Luggage Collection by Béis Travel (one of the campaign’s 100-plus brand partnerships).

On this week’s episode of Yeah, That’s Probably an Ad, Adweek Europe brand editor Rebecca Stewart and community editor Luz Corona are joined by marketing consultant and Adweek mentee Jen Kling and Leila Fataar, founder of independent full-service cultural branding and marketing company Platform 13.

The group looks beyond the movie marketing campaign and dissects the impact of the brand, which is reclaiming its place in culture lost amid years of sales dips and criticism. They dive into the brand’s beginnings, why the long brand play is the smart play, and where Mattel plans to go next.

Stream the new episode below, listen and subscribe on Apple Podcasts, or find it on Spotify.