Despite typically being impervious to marketing influences and having an aversion to wearing pink, I must confess that lately, the allure of the Barbie brand and its ability to evoke my inner child has tempted me to contemplate buying a singular Hot Pink pillowcase priced at $22…

In an era fueled by nostalgia and driven by the upcoming release of the new Barbie movie, collaborations between the Barbie brand and various companies have unleashed a wave of excitement. The collaboration between the Barbie brand and different companies has resulted in the expansion of the brand beyond traditional dolls and movies, offering consumers nostalgic and collectible products. To consumers everywhere, it’s visible that ‘’Barbie fever is skyrocketing’’ (Phillips). The Barbie brand, known for its iconic dolls and animated movies, has extended its reach by partnering with various brands. Ultimately, they’ve utilized the surge in Barbie excitement to create a diverse range of Barbie-themed products. These collaborations aim to tap into consumers' nostalgia and provide them with unique ways to connect with the brand.

The Rise of Barbie Collaborations

One such collaboration is a partnership between Barbie and Homesick, a company specializing in scented candles. The Homesick candle collaboration explores what Barbie's dreamhouse could smell like, allowing consumers to experience a sensory journey reminiscent of their childhood playtime. Homesick immerses consumers in the depth of the Barbie experience, saying, ‘’A pristine pink couch overlooks the Malibu sunset as uplifting notes of lemon and sandalwood welcome you home’’ (Homesick). By appealing to the sense of smell, this collaboration creates a unique exploration of consumers' nostalgic memories associated with Barbie. Aside from scented candles, the brand Kitsch offers a Barbie satin pillowcase as part of the collaboration with Barbie. This product incorporates pretty Barbie pastel colors and luxurious materials to transform consumers' bedrooms into their own Barbie dreamhouses.

When looking at the advertisement, individuals may feel they can recreate the sense of wonder and playfulness they experienced during their childhood with Barbie dolls. The visually appealing aesthetics and the softness of the satin fabric provide a touch of Barbie magic and glamour to the consumers' everyday lives. Funboy is another brand that’s a collaboration with Barbie and introduces pool floats that feature aesthetically pleasing colors and shapes, transforming a regular pool experience into a playful and whimsical adventure. These advertisements make consumers feel they can immerse themselves in the Barbie world. These products may serve as a gateway to which consumers can relive memories of nostalgia, from playing with Barbie dolls during summer vacations to perhaps even pretending to be mermaids in the pool. The vibrant colors and eye-catching designs of these pool floats evoke the spirit of fun and play that Barbie represents.

Nostalgia Marketing

Collaborations between Barbie and other brands employ a cohesive marketing strategy that enhances the brand's appeal and fosters a sense of community among consumers. While these products may seem distinct, they share a common thread by evoking nostalgia and capturing the essence of the iconic Barbie brand. The advertisements prominently feature the brand's recognizable "Barbie hot pink," resonating with those who have a deep connection to Barbie. This expansion of Barbie-themed products not only satisfies consumers' nostalgia but also provides them with an opportunity to collect items that resonate with their experiences and evoke positive associations. Nostalgia is a powerful emotion that strongly appeals to consumers, tapping into cherished memories and evoking feelings of comfort, joy, and a longing for simpler times. Recognizing the wide appeal of nostalgia, companies collaborating with the Barbie brand utilize it as an effective marketing tool. These collaborations have increased rapidly this year, coinciding with the highly anticipated release of the new Barbie movie in a few weeks. The limited edition nature of these collaborations further adds to their allure, inviting consumers to be part of an exclusive experience.

Customers find nostalgia appealing as it can transport them back to a time when life seemed less complicated and more carefree. Nostalgic memories are often associated with positive experiences and emotions, such as childhood playtime, family gatherings, and moments of personal triumph. By invoking these memories with distinct Barbie advertisements, brands can create familiarity and emotional resonance with consumers. The Barbie brand, with its longstanding history and widespread cultural impact, has a treasure trove of nostalgic associations to draw on. Many people, regardless of age or gender, have memories of playing with Barbie dolls, imagining fantastical scenarios, and engaging in creative play. The marketing collaborations surrounding Barbie capitalize on these collective memories, bringing them to the forefront of consumers' minds and igniting nostalgia. Nostalgia is also a form of escapism that gives individuals permission to momentarily retreat from the stresses and complexities of the present. In an increasingly fast-paced and digital world, where new trends and technologies emerge rapidly, nostalgia provides a comforting respite. It offers a way to connect with a simpler time and familiarity.

Reigniting Our Inner Child

Through marketing collaborations, brands offer consumers the opportunity to relive their experiences and recreate moments of joy. For example, the Homesick candle collaboration transports individuals to the imagined scent of Barbie's dreamhouse, providing a momentary escape into a world of play and imagination. The Kitsch Barbie satin pillowcase allows consumers to transform their personal spaces into a sanctuary reminiscent of the dreamy and whimsical nature of Barbie's world. By appealing to consumers' wishes for escape and emotional comfort, these collaborations tap into the powerful allure of nostalgia. Nostalgia bridges the relationship between generations, allowing individuals to share their love for a particular brand or cultural phenomenon with others. The Barbie brand, with its rich history spanning several decades, has a multigenerational appeal. Mothers may pass down their cherished Barbie dolls to their daughters, creating a shared bond and continuity. By incorporating nostalgic elements into marketing collaborations, brands create inclusivity and community among consumers. They want to relive cherished memories and pass them on to future generations drives the appeal of nostalgic marketing. Consumers not only connect with the brand but also with each other, forming a collective sense of nostalgia and shared experiences. By tapping into the emotions and memories associated with a specific brand, these companies create trust and authenticity. Moreover, these brand collaborations present companies with a valuable opportunity for heightened exposure, capitalizing on the current wave of anticipation surrounding the movie.

These collaborations between the Barbie brand and these companies (and many others) have led to the expansion of the brand beyond traditional dolls and movies. Through partnerships with brands like Homesick, Kitsch, and Funboy, Barbie offers consumers a range of nostalgic and collectible products that tap into their interest in fun, play, and the rekindling of childhood memories. The rise of nostalgia culture and the release of the new Barbie movie have led to a surge in marketing collaborations, resulting in the creation of various Barbie-themed products that appeal to consumers' nostalgia and curiosity for fun and play. By capitalizing on nostalgia culture, Barbie continues to captivate audiences and preserve its relevance in the ever-evolving market.

Watch The Barbie 2023 Movie Directed by Greta Gerwig with Ryan Gosling and Margot Robbie

Works Cited:

Phillips, L. (2023, June 8). Barbie’s Dreamhouse Smells like a luxe tropical paradise-and yours can, too. Better Homes & Gardens.

https://www.bhg.com/barbie-dreamhouse-homesick-candle-launch-review-7509790

BarbieTM DreamhouseTM candle. Homesick. (n.d.). https://homesick.com/products/barbie-dreamhouse-candle

Brands Mentioned:

https://homesick.com/products/barbie-dreamhouse-candle

https://www.mykitsch.com/products/barbie-x-kitsch-satin-pillowcase-iconic-barbie

https://www.funboy.com/collections/barbie-pool-floats?page=2

Written By: Marina Merchant-Dest | New York City Based Fashion Blogger

Barbie Unleashed: Nostalgia, Collaborative Branding, and the Power of the New Movie

The Rise of Barbie Collaborations

Nostalgia Marketing

Reigniting Our Inner Child

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