Barbie Beyond Pink: Intersections of Brand Activism, Femvertising and Purple-Washing in Contemporary Film Marketing

Abstract

Mattel’s Barbie is indisputably a Popular Culture phenomenon that has managed to maintain its relevancy throughout the decades. The shapeshifting doll caters to every generation’s gender role fantasy, successfully crafting a meticulous brand for itself. In collaboration with Warner Bros. Pictures, a film tilted Barbie was released to further cement the doll’s iconic status, reinventing its brand image to the modern consumer by positioning Barbie as a symbol of modern female empowerment. The 2023 film serves as a significant case study in contemporary brand marketing, illustrating how Nostalgia and Pink Tax along with feminist themes can be strategically employed to revitalize and sustain brand familiarity. As the film delves into Barbie's presence in modern culture, it unveils a deliberate effort by the brand to navigate societal shifts through performative inclusivity and advocacy. However, this intricate clash between commercial interests and social responsibility prompts a closer examination of the authenticity behind these initiatives. The primary objective of this paper is to investigate the deployment of feminist values by Mattel within the context of promotional strategies, specifically delving into the fascinating interplay that unfolds between Brand Activism, Femvertising and Purple-Washing.