<
https://theconversation.com/is-the-barbie-movie-a-bold-step-to-reinvent-and-fix-past-wrongs-or-a-clever-ploy-to-tap-a-new-market-209394>
"After a months-long marketing blitz, the much-hyped Barbie movie is released
this week.
From a Malibu Barbie dreamhouse listed on AirBnB, an AI tool that transforms
selfies into Barbie movie posters and multiple Barbie-themed brand
collaborations ranging from nail polish to roller skates, Barbie is
everywhere.
She has even gone viral as a fashion trend known as Barbiecore, exploding
across social media with people embracing vibrant pink hues and hyper feminine
aesthetics. A Barbie world is upon us.
Although some have criticised this saturation strategy, it is a very deliberate
marketing ploy to revitalise and redefine a brand with a contested position and
history.
As well as attracting adults who grew up with Barbie and are curious to see
what’s changed, the reinvention is drawing in those younger fans swept up by
the tsunami of marketing and merchandise.
Despite being one of the most trusted brands with a value of approximately
$US700 million, Barbie has long attracted feminist criticism for fuelling
outdated and problematic “plastic fantastic” sexist stereotypes and
expectations."
Cheers,
*** Xanni ***
--
mailto:xanni@xanadu.net Andrew Pam
http://xanadu.com.au/ Chief Scientist, Xanadu
https://glasswings.com.au/ Partner, Glass Wings
https://sericyb.com.au/ Manager, Serious Cybernetics
