Three months post the premiere of the blockbuster film “Barbie,” Mattel EVP and Chief Brand Officer Lisa McKnight revealed at Advertising Week New York that Halloween costumes inspired by the movie are nearly sold out. In a discussion with Time correspondent Eliana Dockterman, McKnight reflected on Mattel’s marketing strategies both before and after the movie release, shedding light on a successful product push that resulted in a 25% year-over-year surge in Barbie sales during July and August.
A decade ago, McKnight acknowledged that the Barbie brand had faced a downturn, losing its status as a role model for parents. In 2015, Mattel collaborated with BBDO to reposition the doll, focusing on empowerment and introducing dolls that represented diverse shapes, sizes, and appearances.
McKnight emphasized a shift in perception, noting that when people began viewing Barbie not just as a doll but as an idea and a source of inspiration, meaningful connections were established. Addressing the stereotype of Barbie as exclusively blonde-haired and blue-eyed, Mattel engaged in talks with Margot Robbie, who, despite fitting the stereotype, expressed interest in producing and potentially starring in the movie. Director Greta Gerwig’s vision of Barbieland, where various dolls embraced the Barbie identity, helped alleviate concerns.
Despite initial reservations, McKnight acknowledged embracing marketing strategies like the tagline “If you love Barbie, this movie is for you. If you hate Barbie, this movie is for you.” This approach aimed to reach a broad audience and re-engage those who hadn’t associated with the brand for a while.
Looking back at the extensive collaborations for movie promotion, McKnight highlighted the rejection of some partners due to concerns about brand safety. Merchandise tied to the movie, such as a $60 tie-dye sweatshirt proclaiming “Kenough,” generated millions of dollars and sold hundreds of thousands of units within weeks. Notably, a “Weird Barbie” doll featuring Kate McKinnon’s character surpassed sales forecasts tenfold and is currently sold out on Mattel’s website.
