Global retailers cash in on Barbie mania – 7/21/2023 – Market

Shoppers around the world are snapping up Barbie hoop earrings, perfume, bodysuits and dresses, taking advantage of a flood of offers from retailers trying to cash in on the movie’s release, reigniting the plastic doll craze and its pink universe.

With many consumers spending less amid tightening inflation, retailers are seizing the opportunity to convince shoppers to buy more expensive items and increase their revenue.

The wide range of products and brand associations, many of them aimed at adults, are a bet on the nostalgic trip that Barbie represents for many who played with the doll in childhood.

Mattel, which owns the brand, wants the film to renew the doll’s nostalgic appeal and, at the same time, incorporate Barbie into the psyche of a new generation.

“I don’t think we’ve ever seen so many partnerships come out of one movie,” said Jo Ashdown, managing partner of Mando-Connect, a brand partnership agency that is part of WPP.

Zara’s “Barbie” collection, for example, was launched on Monday and features 17 pieces of clothing and accessories for children, including a pink bathing suit, backpack and sneakers, but the offer for women is much broader, with 85 items. Men can also rock a fuchsia suit or cowboy boots and denim shirt to match the styles worn by Ryan Gosling in his role as Barbie’s boyfriend Ken.

Apparel and shoe brands from H&M to Primark, Gap, Superga and Crocs launched Barbie collections.

Zara’s Barbie perfume, hoop earrings and pink hooded sweatshirt were sold out on Wednesday (19) on the brand’s UK website. A fuchsia double-breasted blazer for men, priced at £89.99 ($116.04), was also out of stock.

A Barbie hooded sweatshirt by Gap for women was only available online in one size, while a pair of Barbie Crocs, priced at $59.99 (£100) — $10 more than regular Crocs — were sold out on the retailer’s website. Luggage brand Beis had a waiting list for all three sizes of luggage in Barbie pink, priced higher than their usual color range.

Walmart released Barbie dolls in various skin tones and hairstyles for $45 for collectors.

In Brazil, popular retailers such as Lojas Renner and C&A displayed adult clothing collections inspired by the doll’s colors on their websites. On the upscale chain Arezzo, the hashtag “#barbiecore” featured pink products “the tone of the moment”.

The craze extends beyond retailers, with Hyatt and Hilton hotels offering Barbie-themed hotel suites in cities such as Bogotá, Colombia, and Kuala Lumpur, Malaysia.

The sheer amount of merchandise — from rugs to toothbrushes — raises the possibility of the brand stretching itself too far, but a renewed emphasis on diversity and inclusion from Mattel, retail partners and the film itself could provide enough novelty to keep people interested.

“Anybody can be a Barbie or a Ken,” said James Zahn, editor of The Toy Book magazine. “I think that helped grow the brand without oversaturating it.”