Inside ‘Barbie’s’ Pink Publicity Machine: How Warner Bros. Pulled Off the Marketing Campaign of the Year
variety.comRebecca Rubin Film and Media Reporter Unless you’ve been trapped in a plastic toy box, there’s no escaping the Barbie-core movement that’s sweeping the globe — and potentially contributing a nationwide shortage of the color pink.
The marketing department at Warner Bros. has been working in overdrive to entice the masses for Greta Gerwig’s cotton candy-colored fantasy “Barbie,” which has been all but inescapable this summer.
A key factor has been a dizzying array of partnerships with products that range from a bright fuchsia Xbox (for STEM Barbie) to this $1,350 Balmain cropped hoodie (for Disposable Income Barbie).
And that’s only scratching the surface of the brands that helped propel the movie to cultural touchstone status before arriving in theaters on July 21.
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