Unboxing “The Barbie Dream Campaign”

Alyssa A at the Barbie Movie!

Hello, fellow marketing enthusiasts! My name is Alyssa Alexsonshk, and I work as a Digital Media Specialist at Apex Communications Network.

As a self-proclaimed marketing nerd, I’m excited to share the details of what could be the most significant marketing campaign of the century. I’m referring, of course, to Barbie the Movie’s promotional efforts leading up to its release and the film itself.

This campaign consists of so many diverse elements that it cannot be fully covered in just one blog post. However, I will review my favorite aspects of Barbie the Movie’s most notable campaign elements.


The Brand Partnerships

Unless you have been living under a rock this summer, you know pink has flooded the shelves of virtually every store, as Barbie has taken the world by storm.

The ‘Barbiecore’ style aesthetic has taken the driver’s seat for 2023 summer fashion, beauty, and lifestyle trends. We’re talking about partnership tactics as big as creating a Barbie Dream House AirBnB to ones as subtle as adding Barbie-themed drinks to Starbucks’ Secret Menu.

At this point, Barbie has so many partnerships in practically every industry imaginable that it is impossible to track them all. Listed are the partnerships that stood out to me that most significantly impacted the movie’s promotion. Here are some of my personal favorites to check out for each category.


Retail Clothing

Forever 21

Barbie at Forever 21


Barbie at Zara

Hot Topic

Barbie at Hot Topic

Cosmetics Makeup


Barbie at NYX


Barbie at MAC


Barbie at PUR

Food & Beverages

Pinkberry Forzen Yogurt

Barbie frozen yogurt

Swoon Pink Lemonade

Barbie Pink Lemonade

Cold Stone Creamery Icecream & Cake

Barbie Ice Cream

Barbie Cakes

Social Media User-Generated Content

Why spend money on advertising when you can utilize the power of social media users to promote your brand for free? It’s safe to say Barbie ‘went viral ‘this summer. Every other post in my feed has something to do with Barbie the Movie.

Let’s discuss some of the strategies and tactics that Barbie’s team used to encourage social media users to post and share Barbie-branded content.

This first strategy relates back to those brand partnerships. Not only was it exciting to see Barbie-themed merch wall-to-wall in stores, but the merch that appeared in the theaters and other non-retail locations was also a notable marketing tool.

Naturally, after purchasing this Barbie merch, most people’s first move was to hop onto the pink sparkly bandwagon and showcase their new Barbie goodies in their social feeds.

Another impactful strategy for marketing Barbie the Movie was the in-theatre promo for photo-ops and the Barbie AI social media graphic generator. The marketing team nailed user experience and point-of-purchase promotion by giving moviegoers the opportunity to step out of reality and into Barbieland. Putting all of us inside Barbie’s signature box was definitely outside-the-box thinking.

The AI Barbie social media graphic tool was delightful to use. Whether at home or on your mobile, you could be just like Barbie or Ken, appearing in the same style case featured in the official movie promo and social media graphics.

The combination of all these unique marketing strategies and tactics were true to the Barbie brand and the idea that Barbie lets us all pretend to play who we want to be when we grow up.  These marketing tactics led to all of our social feeds being jam-packed with tons of merch, photo ops, and fan art.

The Movie Itself

As you are likely aware, the marketing buzz surrounding the movie was legendary. However, there is always a risk of overhyping a product, leading to unrealistic expectations. However, as far as I’m concerned, this was not the case with Barbie the Movie. As incredible as the hype was leading up to the release, the actual movie superseded the already sky-high expectations.

Spoiler Alert: I’m about to share some of the movie’s plot. As a 22-year-old woman, I deeply related to Barbie. She and the story overall even inspired me to rethink some of my lifestyle choices, in the best way possible.

As I watched the movie, I found numerous uplifting themes, but one that particularly resonated with me was the idea of achieving genuine consciousness. Initially, Barbie lived in what appeared to be a flawless world, but as the plot unfolded, she gradually developed a new level of awareness.

Eventually, she gained a deeper understanding of the world around her and recognized that she was not bound by stereotypes or societal expectations.

As Barbie’s story continues, she realizes that she is capable of anything, and that her fate is in her own hands. This realization is genuinely empowering and serves as a reminder that we, too, have the ability to take control of our lives and reach our full potential.

I also really enjoyed the artistic lens of interpretation for the role reversal that in Barbieland, women get to be the ruling gender, which has historically been the opposite in the real world.

Lastly, I loved how the movie incorporates some of Barbie’s origin story into the actual film and the symbolic relationship between Ruth Handler and Barbie.


The marketing team behind Barbie the Movie has undoubtedly outdone themselves with their impressive work. The film itself is a true masterpiece, expertly crafted with exceptional attention to detail and creativity. However, it’s worth noting that the marketing campaign was equally as remarkable, amplifying the film’s success and popularity.

In my opinion, both the movie and its promotion are deserving of a perfect score of 10/10. Hats off to the team behind this incredible project.

Meet The Author

Alyssa Alexsonshk professional headshot

Alyssa Alexsonshk

Alyssa Alexsonshk is a Digital Media Specialist for Apex Communications Network. Alyssa is a passionate creative with experience in digital media across all platforms. She spends her time working with clients to do everything from designing websites to managing google listings. She is well versed in all social platforms and is always on the lookout for what is coming next. In 2022 Alyssa started as an intern working on brand strategy projects then her role evolved into an official position as she continued to grow her skills as a marketer. She is currently also a full-time student at The University of Akron working towards dual degrees in business and communication.