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Mattel, the company that makes the Barbie doll, is making sure that you can’t escape Barbie...no matter what form it comes in. Mattel is gearing up for the release of the upcoming "Barbie" movie by teaming up with every brand they can to make a “Barbie” collab. The toy company has over 100 collaborations across a ton of brands ahead of the film's July 21st release.
Shoppers can find Barbie-themed merchandise at stores like Gap, Hot Topic, Neiman Marcus, and Bloomingdale's just for starters, ranging from T-shirts and cardigans to handbags and toothbrushes. Heck, there’s even a Barbie Xbox Series S available for the hardcore “Barbie Horse Adventures” gamer.
Mattel is hoping to expand the “Barbie” brand beyond just dolls through these deals. The company sees the movie as a first step in elevating Barbie in pop culture, so nostalgic Millennials will buy anything branded with the “Barbie” brand in the future.
One more thing! Here are a few of the collabs Mattel is making:
- Gap (Barbie and Ken T-shirts)
- Hot Topic (pink gingham Barbie cardigans)
- Neiman Marcus (pink Barbie handbags from Balmain)
- Bloomingdale's (life-size Barbie DreamHouse installations are in the stores)
- Ulta Beauty (hot-pink Barbie electric toothbrushes)
- Target & Amazon (Barbie pool floats)
- Microsoft (Barbie Xbox Series S)
- Superga (pink platform sneakers)
- Backdrop (special Barbie pink paint)
- Impala (official yellow rollerblades from the movie)
Source: Wall Street Journal