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I believe all of this contributed to the creation of the movie and Mattel ® being willing to work with the studio. I've seen some of the biggest action movies in Hollywood get made - thanks to my Dad working with John Woo in the 1990s and early 2000s. Seeing the storyboards, budgeting, producing...actually making the movie happen. The new live-action film about the iconic doll, starring Margot Robbie and directed by Greta Gerwig, has leant right into Barbie's association with the colour, its set designers working with a palette of 100 different shades, and apparently contributing to a global shortage of pink paint. The movie's all-conquering marketing campaign has left a sea of pink wherever it goes, from billboards, buses and the cast's (pink) carpet outfits to a real-life Barbie Dreamhouse on Airbnb, more than 100 brand tie-ins and a Google takeover. It was clear that in this world, there were four primary colors. But instead of them being red, blue, green, and yellow like ours, this world consisted of pink, blue, green, and yellow.Around this time, pink also emerged as a symbol of celebration, self-identification and pride in the LGBTQ+ community – who in the 1970s reclaimed the colour from its dark past in Nazi Germany, when pink triangles were used to identify gay prisoners in concentration camps. In the 1980s, the pink triangle became a sign of resistance, featuring on posters during the Aids crisis, and remains a powerful symbol in the queer community. Imagine the possibilities with Barbie! There’s a wide range of Barbie dolls, playsets and fashions to explore, from the beautiful Barbie Dreamhouse to the latest Fashionistas. The court not once, but twice, sided with MCA records, saying that Mattel ® " cannot show that its use of the color pink has acquired secondary meaning'. Source. When I polled my audience to see what they thought of the movie, I mainly got responses from women aged 20-50. To see the production budget so high really surprised me - and an equal marketing budget surprised me even more!
First of all, I don't think I've ever walked into a movie theatre knowing which people were seeing a film just because of the color they were wearing. Primark, Smash + Tess, Alex + Ani, Cotton On, Burger King, JoyBird, Crocs, Pinkberry, Gap, NYX Cosmetics, Ruggable, Impala Skate... t he list goes on and on. Josh Goldstine, Warner BrothersPresident of Global Marketing stated that the first "electric" moment of the marketing campaign was at CinemaCon in 2022, when they released a single image of Margot Robbie, as Barbie, laughing in a pink Corvette. The movie cost over 145 million dollars to make. For context, that's just as much if not more, than the biggest Marvel ® movies. As Barbie and Ken traverse the portal to the "real world," everything is filled with the oncoming reality of blue. Blue seas, blue space, blue sky, blue mountains.Many argue that playing with dolls like Barbie ® can encourage imaginative thinking, creativity, and storytelling, which are essential for cognitive development. And who could blame us? From what we've saw before the movie made it to cinemas (you know, the Insta pics and YouTube clips), the London-based costume designer Jaqueline Durran has had quite the blast creating the outfits for the film. We're so here for the references to the doll's OG '50s and '60s looks (we're talking gingham prints and retro silhouettes) alongside sportswear and disco references from the '80s. Most importantly it’s, for us, it’s really a symbolism of empowerment. Barbie® is the original girl empowerment brand,” Culmone said. This has been the case throughout history, but in a different way. It started as a color reserved for boys, as it was derived from red. The absence of red would symbolize the removal of aggression, increased heart rate, fear, anger, and even the ability to act and make decisions. All of which was very true when it came to the world of Barbie ®.
Remember, magenta is all about boldness, revolution, acting differently...and we haven't seen the color in Barbieland ® before. Using pink made fans build even more allegiance to the brand. And it stayed top-of-mind because brand partners kept releasing new Barbie ® pink products. Yellow is the contrary color. It usually means that something has two sides or that a character is feeling pulled in two directions. Which begs the question: can you really trademark something that has become a staple of society and inspired cultural references, reflections, and creations?Jocelyn Silver from Vogue describes production designer Sarah Greenwood and set decorator Katie Spencer as blending the worlds of Mattel ®, midcentury Palm Springs, and Old Hollywood to create the pink paradise. The director, Greta Gerwig, dubbed Barbieland ® " authentic artificiality." (There was also zero CGI in its creation or final product.)
Mr. Newspaper, an extremely popular color analysis filter creator on TikTok, created multiple Barbie pink filters so users could see which type of Barbie pink looked best on them. Partnering with over 100 brands, Barbie ® became as tactile as its doll - but in real world advertising. I'm breaking down these exact scenes for you because it's important to log how color moves through a movie.
How could this possibly be true? A brand that Aqua perfectly describes as "life is plastic - it's fantastic" makes women, once girls who owned the dolls, feel empowered?
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