Barbie Licensing: Brand Collaborations to Celebrate an Icon

Ahead of the theatrical release of “Barbie” on July 21, Mattel has announced several of its licensing partners for the film. Mattel has been collaborating with key consumer, merchandise and retail brands for launches leading up to the release.

Food and Beverage

Barbie’s adventure across the food and beverage market covers everything from sweet treats to pink burgers. One of the latest and most exciting stories to emerge from the Mattel licensing team is the new brand extension with Burger King Brazil. The meal offers a signature burger with smokey pink sauce, “Ken’s Potatoes,” a milkshake and a donut with white and pink stripes. 

Barbie x Burger King Pink Burger Combo

Burger King in Brazil has unveiled a specialty cheeseburger, topped with bacon and dressed with bright pink sauce, to mark the release of the “Barbie” movie. The Barbie-themed meal comes with a pink vanilla milkshake, a ring donut with pink frosted sprinkles and a portion of fries.

Barbie-Inspired Pink Popcorn, Regal Theatres

Regal has partnered with Pops Corn to provide Barbie fans with a special movie-watching snack, gourmet caramel popcorn in her signature color. Pink popcorn will be available at Barbie Blowout Early Access Screenings on Wednesday, July 19, and all participating Regal locations on Thursday, July 20, while supplies last.

Related:Mattel’s Making New Memories

“Barbara Millicent Roberts established herself as a fashion and culture influencer the moment she debuted in New York on March 9, 1959,” says John Curry, senior vice president, food service, Regal. “‘Barbie’ on the big screen is a dream come true, and we are excited to offer popcorn that complements her iconic style.”

Coming into theatres with a 64-year legacy, “Barbie” presents moviegoers with a contemporary take on a beloved character who has generational nostalgia. Regal has applied modern style and flavor to cinema’s most traditional snack food to acknowledge this convergence of past and present.

Other Barbie Food and Beverage Collaborations

Barbie Superga sneakers

Beauty and Wellness

A hugely emerging market in the licensing space, beauty products and wellness extensions have naturally linked with the brand revival of Barbie. To celebrate the movie’s launch, Mattel worked with a range of best-in-class partners to bring the brand to life. One key brand is CHI’s Barbie Totally Hair collection with ceramic hairstyling iron, an on-the-go travel kit with a mini flatiron, a blow dryer and a triple barrel deep waver.

Barbie x O.P.I. Nail Varnish

The O.P.I. collection of nail varnish and accessories features shimmers, glitters and crème nail polish shades inspired by the film.

Other Barbie Beauty and Wellness Collaborations

Barbie O.P.I Nail Polish

Fashion Collections

No collaboration campaign to celebrate an icon like Barbie would be complete without a raft of fashion partnerships. From ALDO Shoes to Superga sneakers, Fossil watches and leather goods to Loungefly bags, the Barbie fashion lineup is filled with game-changing collaborations. One key case study for the creativity of the Barbie licensing team is the Zara collection, which includes accessories, pajamas, clothing, beauty products and more. This new collaboration is already selling out across stores worldwide, highlighting the power of Barbie’s new era.

Barbie x Zara Collection

Zara’s Barbie apparel collection features the gingham dress featured in the film, as well as the retro black-and-white-striped swimsuit that Barbie wore in her 1959 debut.

Barbie x Selfridges Corner Shop

Selfridges, London, has turned pink as Barbie takes over The Corner Shop at Selfridges. Activations include windows along the store’s famous frontage displaying official movie costumes, a Barbie pop-up in The Toy Shop and The Cinema at Selfridges presenting back-to-back “Barbie” movie screenings.

Barbie at The Corner Shop, Selfridges

Other Barbie Fashion Collaborations

Barbie The Movie x Impala Lightspeed Inline Skate

Home

Barbie’s Dreamhouse isn’t just for show, as consumers can now add elements of Barbie style to their homes through rugs, furniture and candles. Ruggable is one of the most creative connections to the Barbie brand, with pink ombre rugs, Dreamwork Ivory and Pink, Paradise Ivory and Gold and Signature Black Chevron rugs to tie the room together.

Barbie Home Collaborations

Western Ken and Western Barbie Funko! Pop.Funko

Lifestyle

Barbie’s brand revival comes after almost 65 years of aspirational play patterns. Adults can now role play for real with a huge range of products, from luxurious pens to pool floats and pet products. While Montegrappa gets a special mention from the License Global team for uniqueness, the Impala Skate in-line replica skates are one of the most iconic signatures of the Barbie licensing range. Built to replicate Barbie and Ken’s neon yellow skates, Impala created stylish skates with protective pads, socks and complementary skate outfits from various partners.

Barbie Lifestyle Collaborations

“Barbie” costume, Spirit Halloween

“As one of the most buzzed-about film releases in recent times, ‘Barbie’ has dominated the zeitgeist for months,” says Josh Silverman, chief franchise officer and global head, consumer products, Mattel. “This historic moment for Mattel creates incredible fanfare for our partners and consumers alike; we are eagerly looking forward to the film’s release and sharing the multitude of new ways Barbie fans worldwide can celebrate this iconic moment.”

Ahead of the release of the movie, License Global’s Ben Roberts attended an event in London’s Trafalgar Square to look at the “Barbie” movie collaborations celebrating an important moment in the brand’s 65-year history.

Josh Silverman, sat down with License Global at Licensing Expo to discuss the latest from the company.