How Public Relations Evolved the Barbie Brand

The promotional strategy of the “Barbie” (2023) live-action movie offers an intriguing case study for PR professionals, particularly in how public and media relations can be used not just to shape a brand’s image but to create an impactful global impression that lasts long after a film’s rollout.

Mattel, the owner of the brand, has worked hard in the past few decades to reshape Barbie for the 21st century, moving away from the stereotypes and unrealistic beauty standards the brand once adhered to. When production rights were secured in 2018 to bring Barbie to life as a live-action film, the challenge became clear: How could this movie evolve the brand’s image?

To underscore the movie’s themes of diversity, inclusion, empowerment, and nostalgia, Warner Bros. and Mattel made an intentional choice to leverage media placements and movie stars as vehicles to carry their message. Doing so required a high level of message discipline and a concerted effort to tailor message delivery to different audiences.

Financial data clearly shows how the film’s value-driven public relations and marketing helped fuel a resurgence for the brand. Prior to the film’s release, the Barbie brand had experienced years of declining revenues beginning in 2013, according to Statista, with no signs of slowing. Mattel’s 2022 financial report showed an 11% year-over-year decline in Barbie sales.  

Barbie sales reached $1.7 billion after the film, the highest level since 2013. Investment bank Stifel reported that the “Barbie” movie contributed $100 million in direct revenue to Mattel and within a single month increased the company’s valuation by nearly $200 million, signaling a significant shift in the brand’s perception and market position.

Whether explicitly or not, word-of-mouth, reviews, and cast interviews all influence how we watch a movie. The “Barbie” team subtly yet effectively used the press tour to prime audiences for the film’s key messaging and closely tie the brand to its values.

Message discipline was key during the press tour, with the cast and crew consistently reinforcing the movie’s themes across various platforms. Margot Robbie, the producer and star of “Barbie,” and Greta Gerwig, the screenplay writer and director, were central to this. In interviews, they both embraced their roles in advancing the brand’s messages of empowerment, diversity, and self-discovery. Robbie's candidness about the pressure of embodying such an iconic character helped to humanize Barbie, while Gerwig’s creative vision allowed for a seamless integration of social issues into the fun, fantastical world of Barbieland.

Equally important was tailoring the message for specific audiences through a variety of media outlets. For example, the cast and crew highlighted nostalgic and empowering themes for the broader, older audience of Good Morning America. In contrast, they dove deeper into themes of diversity, equity, and inclusion, for platforms like Teen Vogue and Buzzfeed with younger, more progressive audiences.

Additionally, the marketing strategy for “Barbie” went far beyond a traditional press tour, evolving into a fully integrated campaign that combined partnerships, activations, and immersive experiences.

A standout was the Airbnb collaboration, where the iconic Barbie Dreamhouse was recreated in Malibu, generating widespread social media buzz and reinforcing the film’s whimsical brand. The campaign also included partnerships with brands like Gap and NYX, offering limited-edition Barbie-inspired collections that kept the film top of mind. As highlighted by Variety, these multifaceted efforts turned “Barbie” into a global phenomenon, driving immense anticipation and box office success through allowing people to directly engage with the brand.

Ultimately, this proved to be successful. The “Barbie” marketing campaign amassed an astounding 3.3 billion impressions. Across the internet, Letterboxd reviews, TikTok videos, tweets, and comments echoed the same themes of inclusivity and empowerment.

This approach has shown tangible results in revitalizing the “Barbie” brand’s image and cultural relevance.  Robbie Brenner, executive producer of Mattel Films, reinforced the success of the film, stating to Forbes, “It’s been a game-changer for us. Sales are up, engagement is through the roof, and, most importantly, we’ve managed to connect with a new generation.”

Beyond the numbers, the “Barbie” movie redefined the brand’s identity in the eyes of consumers. Previously associated with outdated stereotypes, Barbie is now seen as a cultural force that bridges generations, embraces diversity, and sparks important conversations. The film’s ability to reshape public sentiment demonstrates the power of strategic PR, showing that a well-crafted campaign can not only promote a product but also reframe an entire brand’s legacy.