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Marketing

The Secret of the Barbie Movie’s Marketing Success

Barbie is a genuine phenomenon, reaching $1 billion in worldwide box office in only three weeks on the strength of legions of pink-clad moviegoers. We asked Yale SOM’s Zoe Chance, a former Mattel brand manager, about the movie’s marketing and message.

Fans in New York’s Times Square wearing Barbie clothes for the opening of Barbie movie on July 21, 2023.