The Barbie movie : the emergence of a new era for branding /
The current live-action Barbie film is based on the Mattel doll brand. The film, as a means of communication, grossed over USD 1.342 billion and was well-received by the audience. Its varied ensemble and strong portrayal of women's empowerment has also been commended. Greta Gerwig directed the...
| Main Authors: | , |
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| Format: | eBook |
| Language: | English |
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London :
SAGE Publications: SAGE Business Cases Originals,
2024.
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| Series: | SAGE Business cases.
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| Subjects: | |
| Online Access: | Connect to the full text of this electronic book |
| Summary: | The current live-action Barbie film is based on the Mattel doll brand. The film, as a means of communication, grossed over USD 1.342 billion and was well-received by the audience. Its varied ensemble and strong portrayal of women's empowerment has also been commended. Greta Gerwig directed the U.S. fantasy comedy picture Barbie in 2023 from a script she cowrote with Noah Baumbach. It is the first live-action Barbie film following several computer-animated films and specials based on the Mattel fashion dolls of the same name. Following an existential crisis, the film's protagonists, played by Margot Robbie and Ryan Gosling, respectively, set off on a voyage of self-discovery (The New York Times, 2023). The Barbie film enhanced Mattel's brand management in various ways. It bolstered the brand's concept of women's empowerment, broadened its target market, produced excitement and buzz, and provided additional merchandising alternatives. The Barbie movie illustrates how a solid marketing plan can revive a brand and satisfy potential business goals. Mattel has also taken measures to address Barbie's present difficulties, including competition from other toy brands, changing customer tastes, adverse publicity, and lack of diversity. These measures include introducing new Barbie doll body types and skin tones, developing different storylines, cooperating with other firms, and investing in digital experiences. The Barbie movie was fantastic for Mattel. It boosted the brand's image, enlarged its target audience, and generated buzz. |
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| Physical Description: | 1 online resource. |
| ISBN: | 9781071942161 1071942166 |