08/07/2023
She Did It! Actually, they did it, in what I think is one of THE best examples of excellence in marketing ever!! The marketing team behind the movie Barbie propels it to a Billion in box office sales, not to mention what its done for its marketing partnerships. FYI - The movie cost $145 million to make. They spent $150-155 million to market, PLUS what the partnerships spent! You had to have your eyes closed to not see the cross promotions. Walmart has a home design studio of products, HGTV is building a real Barbie Dream Home, Monopoly created a board, Flo with Progressive cross marketed, Forever 21, the Gap & Bloomingdales all have official Barbie clothing lines, plus 100 additional international partnerships! The public campaign started 4 months prior to the movie release, but the work it took to pull this off with licensing agreements, product development etc, took at least a year in advance. My guess, they started the marketing before they started shooting the movie. Now with over a Billion in box office sales and counting, the importance of good marketing of any business should be clear.
