Latest / The CMO Podcast with Fexingo: Marketing Leadership, Budgets, and Executive Strategy
How Mattel Turned Barbie Into a Billion-Dollar Franchise
Lucas and Luna unpack the marketing strategy behind the Barbie movie's $1.4 billion box office and how Mattel transformed a toy brand into a cultural juggernaut. They explore the three-phase campaign: teasing the IP with cryptic imagery, partnering with over 100 brands for pink-washing, and using 'Barbenheimer' as organic social fuel. They also discuss the risk of overexposure and the challenge of repeating the formula for subsequent IP like Polly Pocket and Hot Wheels. Listeners get a concrete case study in modern franchise marketing, including the role of nostalgia…
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