Airbnb and Other Brands Awash With Barbie Hype
25.08.2023 - 13:20
/ skift.com
/ Warner Bros
/ Selene Brophy
The marketing team behind Barbie have made the doll a household name. The upcoming summer release of the official Warner Bros. movie ‘Barbie‘ on July 21, and the subsequent marketing push behind it, in part, illustrates how an 11.5-inch doll has managed brand success for over 60 years.
Airbnb has unveiled a listing, Welcome to Barbie’s Malibu DreamHouse – Ken’s Way, which opens to the public for a free stay, on a first come first serve basis. Booking is from July 17, and is for two individual one-night stays, for up to two guests each, on July 21 and July 22, 2023 only. Airbnb said it will make a one-time donation to Save the Children, to honor girls’ empowerment, in the announcement of the listing that coincides with the movie’s release.
In Los Angeles there is a full activation called “World of Barbie”, bringing her DreamHouse and DreamCamper to life for an immersive experience. It also features an adults-only cocktail bar. From a Barbie hotel, and a Barbie Fan Girl Cruise, these are just some of brands that appear to have joined the pink Barbie brigade.
You’ll never guess which cast I’m interviewing today. pic.twitter.com/ITIO3mrQff
Named one of America’s most trusted brands in 2022, despite remaining controversially polarizing, the gross sales of Mattel’s Barbie brand amounted to about $1.49 billion worldwide in 2022. Interestingly, this figure is down, compared to 2021, when gross sales reportedly reached $1.68 billion.
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