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It's extremely clear that the people in the real world are represented by the "reality" of blue, and the "fantasy" world of Barbieland ® is known by its pink. This is why I was so excited to study this phenomenon. It's not just a brand. It's not just a movie. It's not just a cultural phenomenon. But it IS all tied together due to color. One color: pink. Then a filter came out where anyone could be on the Barbie movie poster. Celebrities worldwide jumped in on the craze - generating photos of themselves as "Barbies" for the world to see. The movie cost over 145 million dollars to make. For context, that's just as much if not more, than the biggest Marvel ® movies. The toy she was invented from was actually a gag gift for men! Mattel ® bought the rights to her and renamed her.
But here we were: myself and my reluctant but dedicated husband going to the local theatre at 11:10 am on a Friday. The theatre was about halfway filled with people wearing pink, ready to see the movie. A row of teenage girls in front of me in sequin pink skirts, headbands, and dresses. Two middle-aged women - one with a pink top and the other with her pink handbag in solidarity. David Loranger, Professor of Fashion Merchandising and Marketing at Sacred Heart University, believes we're drawn to colors because they instantly convey various emotions. While we were v intrigued about the plot of the latest release, unsurprisingly the fashion team here at Cosmo were mainly buzzing to see Barbie's mega looks on the big screen. Mainly, Barbiewears pink at the beginning of the film. She is popular, happy, in her favorite routine, and enjoying another perfect day.This remarkable transformation can be credited to the brilliance of the Barbie ® marketing campaign. I'm showing you the history because it's crucial for you to understand how Barbie ® turned from a toy into a cultural phenomenon. Gerwig's "Barbie" is, in part, responsible for the excitement surrounding the Barbiecore aesthetic in fashion, which is also aligned with the resurgence of popular '90s and Y2K trends. With stars like Megan Fox and Machine Gun Kelly serving up pink looks on the red carpet and Cardi B and Lizzo wearing head-to-toe pink out and about, Barbie fashion inspiration is everywhere this season. Dee Madigan, creative director of Campaign Edge, talked of the risk: " There's a real risk to some of that organic stuffbecause if the movie had been a bomb or people hated the marketing, people could use those assets to create bad memes...you lose control of the brand a bit." Pantone ® partnered with Barbie ®, releasing a doll in its signature pink in 2011with the colorDA1984.
She wakes up from her first nightmare, showers in suddenly cold water, and retrieves burnt toast in a new outfit of the day - which is off-white with touches of blue. Why has Barbie ® catapulted into international stardom, grabbed the heart of my barista, and had publications chasing me all week wanting thoughts on the power of color psychology in the film? As Ken tries to say goodnight, the lighting turns blue as she turns him down once again from the romance he so desperately wants. How could this possibly be true? A brand that Aqua perfectly describes as "life is plastic - it's fantastic" makes women, once girls who owned the dolls, feel empowered? To understand the impact of a color on culture, it has to be studied throughout history. Since Barbie ® didn't start with ties to pink, I had to dig into the history of the brand to see when the change happened and why.
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The marketing of the Barbie movie, in my opinion, was so incredibly successful because it was tactile.
Barbie herself is living her best life in her perfect Barbie world, partying of an evening with Barbies who are political leaders, supreme court judges and Nobel laureates (including Dua Lipa and Issa Rae), and a castrato chorus of beach-bunny Ken clones (including John Cena and Simu Liu) and Ken’s gloomy beta-male mate Allan (Michael Cera) when suddenly she is assailed with the terrible thought of dying.The production design is truly incredible - and insane attention to detail was given to make this a surreal and thrilling adventure for both kids and adults. Josh Goldstine, Warner BrothersPresident of Global Marketing stated that the first "electric" moment of the marketing campaign was at CinemaCon in 2022, when they released a single image of Margot Robbie, as Barbie, laughing in a pink Corvette. This has been the case throughout history, but in a different way. It started as a color reserved for boys, as it was derived from red. Artificiality, latent evil, abused innocence, and even violation. So I was optimistically thinking that maybe pink could be used to mean something very different in the Barbie ® movie.
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