Selling ‘Barbie’: Inside the Marketing Phenomenon

The Town with Matthew Belloni

The Ringer

Society & Culture

4.3 • 847 Ratings

🗓️ 26 July 2023

⏱️ 32 minutes

🔗️ Recording | iTunes | RSS

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Summary

Matt is joined by Warner Bros. president of worldwide marketing Josh Goldstine to discuss the strategy behind one of the great marketing campaigns of all time in ‘Barbie.' They break down the bold and subversive marketing choices that suggested this was not your typical ‘Barbie’ movie; how they were able to pull this off with the owner of Barbie IP, Mattel; and how the ‘Barbenheimer’ phenomenon took effect. Later, Matt makes a prediction about ‘Barbie’s' chances at an Oscar nomination. For a 20 percent discount on Matt’s Hollywood insider newsletter, ‘What I’m Hearing ...,’ click here. Email us your thoughts! [email protected] Host: Matt Belloni Guest: Josh Goldstine Producer: Craig Horlbeck and Jessie Lopez Theme Song: Devon Renaldo Learn more about your ad choices. Visit podcastchoices.com/adchoices

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1:12.2	LinkedIn.com slash agree today. It is Wednesday, July 26th. There's a lot of reasons why Barbie
1:21.9	open to a massive 162 million domestics past weekend, 356 million worldwide. It's a well-known toy property,
1:29.9	a fresh take by director Greta Gerwig, great casting, a bold move by Mattel to let Gerwig take
1:35.2	risks with the IP. And yes, the Barbenheimer phenomenon. But today we're talking about an
1:40.3	important and maybe undervalued element, the marketing.
1:47.4	Warner Brothers sold the crap out of this movie and more than just spending money.
1:52.1	They strategically broadened out Barbie, ostensibly a property that appeals to young girls,
1:56.2	maybe their moms, into an event that felt urgent and important to everyone.
	...

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