What: Mattel has partnered with over 100 brands and gained a large market presence due to the Barbie film.

Why it is important: The importance of collaborations and brand partnerships in boosting the cultural relevance and revenue generation for the Barbie brand.

Barbie collaborations have flooded the market as part of a global marketing push for the highly anticipated film. Over 100 brands and retailers have joined forces with Mattel, ranging from fashion to beauty to homewares. Luxury brands (Chanel, Valentino, Vivienne Westwood, Versace, etc.) even dressed Margot Robbie for the press tour, capitalising on the cultural phenomenon surrounding the Barbie brand. There have also been brands that offer Barbie fans the Barbie look at a much more accessible price point, such as Zara and Impala.

These collaborations provide Mattel with an opportunity to expand its reach and monetise the Barbie brand beyond traditional plastic toys and children’s clothing.

With successful brand turnaround efforts and collaborations driving revenues, Mattel plans to leverage other brands in its portfolio, offering potential for future collaborations and continued growth.

Breaking down the Barbie phenomenon, from Mattel to Chanel