Come on Barbie: The Movie's Best Marketing Stunts

Mattel has initiated more than 100 brand partnerships for the Barbie movie. Adweek picks our favorites.

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It’s Barbie’s world, and we’re just living in it. That’s how it feels ahead of the July 21 release of Greta Gerwig’s long-awaited Barbie movie. 

You wouldn’t be alone in noticing that social media, and life in general, has recently been tinted with a hot pink “Barbiecore” hue. That’s because Mattel’s Barbie marketing team and studio Warner Bros. have been working hard to promote the film with the biggest marketing blitz we’ve ever seen from the toymaker. 

At the time of writing, Mattel had initiated more than 100 brand collaborations and merchandising partnerships in the lead-up to the premiere.



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