With movie stars prohibited from promoting the new 'Barbie' film amid the actors strike, toy company and Barbie doll-maker Mattel has been working overtime to help keep the movie top of mind ahead of its release on Friday.
Then there's fast food joint Burger King, which in Brazil is selling burgers with a pink-colored sauce for a limited time. Barbie Burger King Brazilto release a Gap x Barbie apparel collection featuring Barbie-branded T-shirts, hoodies, button-down shirts and more, available at gap.com.
There's even a Barbie-inspired reality television competition. Discovery-owned television channel HGTV the series, called"Barbie Dreamhouse Challenge" hosted by supermodel Ashley Graham earlier this month to coincide with the movie's release. Eight different teams will give a Southern California home a Barbie-style renovation, with one team's design being declared the"Dreamiest" at the end of the series. These are just some of the official partnerships.
"It's all good for Mattel because it's more visibility for the film. You don't have to be in the theater to pay attention to Barbie. You see it everywhere you turn." "All these brands are trying to hook their sales to and catch the wave of the Barbie buzz this summer. They all want to use it to catapult them from their invisibility," he said.
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