Best Day Ever: Behind the Barbie Licensing Collaborations

License Global visited Trafalgar Square to look at the new movie collaborations celebrating an important moment in the brand’s 65-year history.

Ben Roberts

July 14, 2023

Western Ken and Western Barbie Funko! Pop.Funko

In the heart of London,

Mattel

celebrated a major milestone for

Barbie

with the premiere of “Barbie the Movie” and a private viewing of over 100 collaborations. From fashion, beauty and accessories to sporting goods and collectibles, the Barbie-themed collaborations showcase the IP’s versatility and the brand’s wide reach.

The standout products in the “Barbie the Movie” range include replica IMPALA lightspeed in-line skates, protective set and roller-skating outfit worn by Barbie in the movie,

O.P.I

nail and beauty range,

Funko

POP! Figures, Montegrappa Barbie and Ken icon pens, Superga sneakers and

Loungefly

crossbody bags.

Mattel, Warner Bros. Pictures. and their licensing partners illustrate how best-in-class partnerships and authentic extensions can bring a movie, and brand, to life. Mattel has evolved into an IP-led company with a full franchise approach that means kids and kidults alike can live the Barbie movie beyond the big screen through

multiple touchpoints from morning to night – a fitting tribute to the versatility of a doll who turns 65 next year.