The marketing intensity that surrounded Barbie The Movie has been untraditional as there have been countless brand and influencer partnerships with Mattel to promote the film.

Our president, Sarah Engel, connected with marketing reporter and entertainment pro Julian Cannon of Digiday to share her take on how collaborations are taking over shelves and feeds. Spoiler alert - she’s tickled pink!

While some have seen success, such as Bloomingdales’ Aqua x Barbie collaboration, others have caused consumers to complain of fatigue.

You can read the full article here.

 
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