#JWPBlog – Be like Mattel. The marketing campaign behind Barbie

14 September 2023

In the last few weeks, the colour pink has completely taken over the mainstream, all because of the premiere of Greta Gerwig’s new feature film about Barbie. The controversial doll, which evokes so many emotions, both positive and negative, is now the talk of the world. Especially the marketing campaign, carefully planned and impossible to miss, drew a lot of attention. It’s scale, and particularly the amount of money spent on it (the estimated number is around 150 million dollars, more than the cost of the film production itself) is quite surprising.

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