Mattel Bets Big On Barbie's Pink Carpet Debut
Big Take
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The Marketing of the Barbie Movie
The marketing of the Barbie movie is on another level. I don't even know how much would have been spent on the overall marketing probably as much as the $100 million budget of the actual movie. Mattel has over 100 merchandise partners that are just doing Barbie branded things like Barbie sweatshirts, Barbie dog hats and Barbie cocktail glasses. Kelly: They're hoping that this movie serves as the blueprint for a bigger business model shift at the company.
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