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When “Barbie” hit theaters in July 2023, many predicted it would be a huge box office hit. It has so far made over $1.34 billion worldwide.

 

The numbers don’t lie. According to Dexerto, “Barbie” has surpassed “Wonder Woman” as the biggest movie directed by a woman. Its director, Greta Gerwig is now the first female director to have made a billion-dollar earner. 

While these stats are amazing, unpacking the movie’s success could be inspiring, especially for businesses and brands who could only dream of the stratospheric impact “Barbie” had on audiences around the world. Here are a few lessons we can take from Barbie. 

(Also Read: A Christmas Gift Guide for Tech Savvy Kids)

Break it down, Barbie

She’s a doll, she’s an icon, she’s a cultural marker, she’s a billion-dollar earner. She can be everything, and she has embodied her slogan “You Can Be Anything” since her humble debut in 1959. 

Barbie is sixty-four years old, and she is as relevant today as she was decades ago. That’s no small feat for a child’s toy! How did she do it? 

Many would say that fabulous never goes out of style, and while that may be true, Barbie has stood the test of time because of smart marketing strategies, sticking to core values, knowing how to listen to customers, adapting to the times, and always being open to innovations. 

Smart marketing strategies – Barbie has always been a “real-world” experience. For many children who grew up with Barbie—seeing Barbie displays at toy stores and watching other little girls playing with their Barbies on T.V. ads, Barbie successfully placed herself in the worlds of her consumers. 

Barbie established herself as an important part of people’s childhoods, and when these customers grew up, the memory of Barbie being a part of that period of their lives stuck with them and even passed on to their children. 

Nostalgia became a strong driver for Barbie, especially because the doll has thrived for decades. Mattel, the company behind Barbie has capitalized on Barbie’s rich history while moving forward through the times. 

Barbie’s evolution through the years has captivated collectors and historians, and she has even served as a muse to designers and artists such as Andy Warhol and Bob Mackie, guaranteeing Barbie a seat at the table of greatness. 

Even in today’s digital age, Mattel has capitalized on analog marketing to drive Barbie forward. The company understands that experiences are tangible, salient, long-lasting, and impactful. 

Sticking to core values – “You can do anything” became Barbie’s battle cry. She has had two-hundred fifty different careers including flight attendant, registered nurse, robotics engineer, air force pilot, and Olympic skier. 

She has reinvented herself into roles reflective of her times. From fashion model to fashion designer, Barbie became a symbol of empowerment for children that they can indeed, do anything and that the outside world is without limits for as long as they have confidence in themselves. No matter the fashion trend, Barbie always wore confidence on her sleeve. 

Knowing how to listen to customers – An icon will always have its fair share of controversy, but Mattel always found a way to work with the feedback it got to make Barbie bounce back. 

In the late 60s, the company received pushback for Barbie’s whiteness. Christie, A Black Barbie was introduced to the market. 

Race would always factor in throughout the years. Body type was also a big issue Barbie faced. Critics said that Barbie promoted “unrealistic beauty standards” for children. 

While this point is arguable, Mattel eventually came out with Barbie Fashionistas in 2014, with new dolls of different ethnicities, skin tones, and even body types. 

Ableism was also addressed when Mattel released a Barbie in a wheelchair called Becky. Then, in 2012, a bald Barbie named Ella was introduced to the market for children undergoing chemotherapy. 

Adapting to the times – Barbie.com was launched in 1996, and since then, Barbie’s online presence has gotten stronger. On Instagram, @barbiestyle quickly gained 2 million followers. 

Barbie upped the marketing ante by adapting storytelling and content to the brand when Mattel produced a series of CGI-animated original stories featuring Barbie and her friends. Breaking into video and interactive media catapulted Barbie into the digital age, where she again was able to reach new audiences and capture new hearts. 

To date, there are forty-three animated Barbie movies, and still more in production. These animated features and shorts are available to stream on popular streaming platforms worldwide. 

Always being open to innovations – Experimentation is part of the learning process, and over the years, Mattel has never been afraid to try new things. In 2015, Mattel launched a HELLO Barbie doll, which made use of machine learning and AI. It used algorithms to interact and communicate with children. Based on the words being said to the doll, the HELLO Barbie was thought at the time to be a groundbreaking toy enabling kids to have conversations with their Barbie. 

The doll presented some problems and caveats in terms of data gathering, privacy, and even the types of language that were being used in the interactions between the doll and the child playing with it. However, this bold move by Mattel serves as a touchpoint for what smart toys and devices for children could be. 

A Barbie World

With everything that Barbie has been through the decades, it only seemed ripe that she would have a legitimate feature film of her own. At times cheeky and irreverent, the spirit of Barbie as a toy, brand, icon, and inspiration permeated “Barbie”. By featuring a slew of big-name celebrities, an awesome soundtrack, and stunning visuals, the movie has cemented Barbie a place in the here and now. 

The box office has now become part of Barbie’s world, and it’s just opened up even more possibilities for Barbie for years to come. 

 

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