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From her German fashion doll-inspired beginnings in the 1950s to breaking box office records in 2023, Campaign explores how Barbie has remained popular for the past six decades. Clever marketing or something else?
For marketers, Barbie has turned into a massive opportunity: A rosy, fizzy way to get new customers and stay culturally relevant. That’s always a good opportunity, but especially now, when even seemingly benign marketing campaigns can be controversial.