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On July 21, 2023, Barbie, the intellectual property (IP) movie of the same name as the Barbie brand, triggered a worldwide pink storm upon its release and drove the Barbie brand's popularity along with its box office success, making Barbie, which is now 65 years old, once again gain a very high level of attention and gain a great deal of revenue. Based on this phenomenon, the purpose of the exploratory was to explore the reasons why the movie would have such a great impact on the brand early. This article mainly took the Barbie movie as a case study, combined the existing data to analyze the business of the Barbie brand, and concluded that the reasons for the success of the Barbie brand's popularity include the launch of the Barbie IP movie that conforms to the brand's tone, the implementation of the strategic policy of co-branding with a number of brands, and the recent explosion of the topic of "feminism." At the same time, this article put forward suggestions for these three reasons why the Barbie brand has been able to continue to be hot: the Barbie brand can continue to launch IP movie sequels; to strengthen the screening of brands that are consistent with the values of the Barbie brand for co-branding; and to expand the scope of brand association.
Zhuofei Gao (Thu,) studied this question.