Snapshot of Barbie Movie for THAT Branding Blog Post

Compilation of Barbie Movie Marketing by Little Black Book

I’m sure that by now most of us are all too familiar with the recent debut of the live action Barbie movie which hit the cinemas just last month. Directed by multi award winning actress, screenwriter and director Greta Gerwig, it has broken box office records for the most commercially successful film by a female director, bringing in a whopping $365 million in revenue so far.

The movies success lies not only in it’s ingenious and captivating marketing tactics, but also in it’s distinctive, fresh perspective on the Barbie character and its unexpected and surprisingly empowering storyline.

As a branding agency, we couldn’t help but marvel at the creative ways in which this movie was marketed. However, as a company who values sustainability, ethics and the circular economy, we felt we had to address the pressing environmental issues the movies success could contribute to, and address the unfortunate and undeniable environmental impact of children’s plastic toys on the environment.

Barbie’s Hugely Successful and ‘Genius’ Marketing Strategies

It is estimated that over $150 million was spent on the marketing campaign for the Barbie movie, $5 million more than the production budget of $145 million. When you really dive into the movies marketing campaign, and discover all of the genius, unique ways that the marketing team set about marketing this movie, the budget begins to make sense.

Both Mattel and Greta Gerwig recognised the nostalgic appeal that Barbie holds for multiple generations, and they cleverly tapped into that emotional connection to generate buzz and anticipation. The many cleverly integrated marketing tactics have successfully sparked conversations and generated interest among audiences of all ages.

Unsurprisingly, over 100 branding deals have been alongside the film’s release. Ranging from high-profile collaborations with Google to the creation of a Barbie-themed XBOX Series S, and even venturing into more eccentric marketing tactics such as a Barbie branded boat cruise and an Airbnb Barbie Dream house - the marketing team spared no effort, and it resulted in undeniable success.

Environmental Impact

Behind the glitz and the glamour of the Barbie brand lies a significant environmental concern. Barbie dolls, since their inception, have been made primarily from plastic, and whilst these dolls have provided countless hours of imaginative play for many children, the sad reality is that they contribute majorly to the worlds plastic pollution issues - one of the most pressing environmental issues of our time.

Single use plastics, including those found in children’s toys heavily contaminate our oceans, clog our rivers, and fill up our landfills. In fact, according to Yale School of Environment, 60 million Barbie dolls are sold each year, and even more alarmingly, plastic toys make up a whopping 6 percent of all landfill plastics. This contributes emissions that are the equivalent of 381 million gallons of gasoline. These are worrying statistics that should not be ignored, but instead addressed with urgency.

It’s concerning that something as seemingly innocent as children’s toys could have such a detrimental impact on the world - the world in which these very children have to grow up in.

How does this new barbie movie contribute to the problem?

Ironically, the genius marketing driving the excitement for the new live action movie also has the potential to exasperate the environmental issues at hand. A movie of this magnitude will undoubtedly create an influx of specially made merchandise and promotional items, which are most likely not going to be made from environmentally friendly materials. These items are bound to flood the market and create a surge in plastic waste and environmental pollution. On top of this, the movie's expected boost in Barbie's popularity is likely to spark a buying frenzy for Barbie dolls, and this surge in demand could significantly add to the already existing problem of plastic dolls clogging up our landfills.

It’s important for those involved in this and in other future successful box office hits to strike a healthy balance between marketing, entertainment and environmental responsibility.

Although this is very concerning, there is some hope still. In 2022, Mattel - the company that produces the famous Barbie dolls, announced they were working towards a new goal of reducing their plastic packaging by 25%. They are also aiming towards 100% recycled, recyclable or bio-based plastics in their toys, and they aim to have this in place by 2030. Although some years away, it’s still a step in the right direction, and hopefully Mattel’s shift will influence other toy companies to follow suit in the future.

You can find out more about Mattel’s mission for a greener future here.