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From Greta Gerwig’s screen success to Mattel’s trademark triumph, Marisa Woutersen examines the Barbie licensing phenomenon.
Greta Gerwig’s Barbie the Movie has become the highest-grossing film of 2023 bringing in over US $1.3 billion at the worldwide box office.
The director also makes history as the first woman to reach the billion-dollar milestone as a solo director.
Surrounding the film, Mattel and Warner Brothers have capitalised on their crossover licensing opportunities and created an unstoppable marketing strategy that was hard to miss.
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Barbie, Greta Gerwig, US, Mattel, Warner Brothers, Burger King, Crocs, Lush, Monopoly, Lewis Silkin, Mischon de Reya, Morgan Blake, Oppenheimer, EUIPO