It’s Barbie’s World. We’re Just Living in it.

Decades before the Barbie movie, Barbie established itself as an iconic brand. They've managed to stay relevant by evolving to reflect their audience's changing values over time.

Pink. Plastic. Glamour. All these words can be used to describe a name we all know well... Barbie.

Now, what kind of sorcery can keep a doll relevant for 65 years?

Well actually, it’s not sorcery at all. It’s Barbie’s well-planned branding and marketing strategies that have kept her the star of the show since our grandparents were kids. But it hasn’t always been smooth sailing for Mattel. In 2023, sales had dropped by 12% for 3 months in a row. This led to the marketing team exploring different ways to keep the Barbie brand relevant.

What did they do to sustain their popularity?

Barbie evolved. As Mattel adjusted to the times, Barbie embraced a diverse range of races and body types. Barbie also had heaps of career options. From being a corporate baddie to an astronaut, she showed us girlies that we can do it all.   

"In 2019, the best-selling Barbie was Black with a short afro," says Dipanjan Chatterjee, vice president and principal analyst at Forrester. "They haven't always got it right the first time (Barbie's wheelchair didn't fit into her house). But [they] have continued to learn and adapt."

Barbie is everywhere. Barbie has collabed with countless brands. Ever fancied a Barbie Xbox? Perhaps you want to throw on your Barbie Crocs for your grocery run? You may even want to grab some Barbie pasta while you’re there. All these collabs increase brand awareness, keeping Barbie the "it" girl of dolls.

She makes us happy. Nostalgia marketing, when done right, is a powerful tool. And the brand tapped into its power around the release of their epic 2023 movie. The buzz was crazy among the adults because of the way it reminded us of our childhood. Marketers targeted adults using influencers and celebrities, which created hype around the brand.

And don’t get me started on the iconic pink plastered everywhere! While some may say the hot in-your-face pink is nauseating, it’s actually quite reminiscent of the Barbie doll houses and cars we adored as kids.

Those who get it, get it. Also, Barbie is a total girl boss that was an inspiration to many of us growing up.

What can YOU do to stay relevant?

Keep up with the times. It’s important to integrate values with your brand identity to connect with your audience. Just remember, your audience's values may evolve over time.

Be authentic. Create a persona no one can forget. Hot pink instantly reminds us of Barbie. So use a recognisable colour scheme in your posts/products if that fits your brand. Even sounds and jingles can become iconic and memorable (like Netflix’s DA-DUM). 

Collab with others. Creating content with other brands can boost your brand visibility. Plus, it’s always great to make alliances in any industry, and you’ll create more opportunities for yourself.

-Visha, intern