What to Wear to The Barbie Movie

The licensing program for The Barbie Movie, set for a July 21, 2023, release, has more than 100 merchandise licensees on board, alongside a bounty of promotional partnerships, and it comes with high expectations for success. It is reminiscent of movie licensing programs of yore, which routinely had long licensee lists, although those would have been mostly traditional licensing agreements rather than the preponderance of short-term and limited-edition collaborations of today.

The Barbie Movie stands out from the crowd in modern film-based licensing in terms of its enthusiastic grassroots support. While many, if not most, movies backed by licensing programs are based on existing franchises, and adults often make up a significant percentage of their following, not many have fans who took it upon themselves to launch a fashion craze prior to the film’s release. Barbie’s fans did just that, spurring the current “Barbiecore” trend, which encompasses a lifestyle of all things pink and retro, on social media in 2019. Since then, marketers of all kinds have jumped on the bandwagon by releasing hot pink and fuchsia apparel and accessories, with or without licenses, serving as ambassadors to create anticipation for the upcoming film while delighting fans.

Now, in advance of the movie’s premiere, licensor Mattel’s official collaborations are proliferating. Here is a not-comprehensive list of examples from the world of fashion and cosmetics alone:

• Aqua, an in-house brand of Bloomingdale’s, offers an assortment of separates that range from seersucker pieces to tweed blazers to bustier dresses, many in patterns like gingham and plaid or festooned with sequins, along with bags and earrings. The retailer is also featuring in-store activations and window displays, and products from other licensees, including not only fashion but also items such as pool floats and roller skates.

• Gap is highlighting collegiate styles, including denim jackets, sunglasses, logo sweatshirts, tote bags, and t-shirts.

• Truly collaborated on a range of pink-hued, high-quality skincare products, including pre-shave scrubs, body serums, and body butter, in a pink case.

• Unique Vintage has put together a capsule of retro-styled skirts, jackets, pants, swimwear, and rompers.

• Kipling offers a collection of eight bags, along with two key rings, one of a miniature Barbie with a Kipling bag and the other a version of the company’s classic monkey-charm keyring.

• Forever 21 is selling pajama sets, sunglasses, hair extensions, t-shirt dresses, hoodies, bucket hats, and more.

• Aldo is promoting a range of shimmery shoes that extends from platform heels and high-heeled sandals to sneakers, as well as a variety of bags.

• Kitsch offers an assortment of hair accessories, including clips, elastic bands, barrettes, scrunchies, hair curling wraps, and satin pillowcases in hues of pink and teal.

• Boohoo has created an affordable, size-inclusive collection encompassing swimsuits, tops, dresses, sweatsuits, and hoodies, in pink with black and white highlights.

• NYX sells a collection of nine colorful makeup items, including eyeshadow, eyeliner, mascara, lip butter, and a hand mirror that looks like a flip-phone.

• Cakeworthy is highlighting jeans and bags including box purses and passport holders, as well as a bedding set.

• Mumu is featuring brightly colored workout and yoga wear such as biker shorts and sport tops, as well as coverups and dresses.

• Superga markets a movie-based collection of sneakers including printed, denim, and platform styles, along with one featuring three Barbie-themed metal lace pins.

Most movie-based licensed products these days are sold in the weeks leading up to the film release and are not as dependent on the success of the movie as they were in the past. But the film industry and the licensing business are watching with interest the box office results for this offering, in an environment in which many highly anticipated movies have struggled to generate ticket sales. If it succeeds, it will have to thank (at least in part) the marketers who have gone all-in on Barbiecore, officially and unofficially, over the past three years, as well as the fans who started it all.