In the pink: Mattel's unstoppable Barbie dream


Marisa Woutersen

In the pink: Mattel's unstoppable Barbie dream

Fred Duval /

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.

Barbie, Greta Gerwig, US, Mattel, Warner Brothers, Burger King, Crocs, Lush, Monopoly, Lewis Silkin, Mischon de Reya, Morgan Blake, Oppenheimer, EUIPO