Brands Are Taking Over Hollywood Barbie-Style

The entertainment industry is undergoing a significant shift, with brands becoming integral to Hollywood's narrative. The recent success of the live-action Barbie movie, directed by Greta Gerwig and starring Margot Robbie, has set off a wave of branded entertainment that promises to redefine how we consume stories. This new trend is not just a fleeting phenomenon; it marks a fundamental change in how brands interact with audiences and leverage their intellectual properties to captivate consumers.

The Rise of Branded Entertainment

In the past, brands often found creative ways to integrate themselves into popular culture, but this latest movement takes it to a new level. The intersection of entertainment and brand promotion has been happening for years, as noted by Sharon Price John, the current CEO of Build-A-Bear Workshop and former director of Mattel’s Barbie division. However, the current resurgence is driven by the decline of traditional advertising methods and the growing demand for immersive, narrative-driven experiences.

From Toy Makers to IP Leaders

Mattel, the company behind Barbie, has been at the forefront of this transformation. Once a toy maker focused on retail sales, Mattel has shifted its strategy under Ynon Kreiz, who became CEO in 2018. The company has invested heavily in marketing, with $100 million spent on Barbie alone this year. This move was a response to the significant impact of the Toys ‘R’ Us bankruptcy on Mattel’s revenue. By capturing the full value of its intellectual property through franchise management, Mattel aims to breathe new life into its popular roster of brands, including Hot Wheels, Thomas & Friends, and Uno.

Hollywood's New Players

The success of Barbie has inspired other companies to explore the potential of their own intellectual properties in Hollywood. Nike, Tetris, Super Mario Bros., and Hot Cheetos are just a few examples of brands that have caught the attention of studios. These brands are not just looking to generate additional revenue; they want to engage with millennials and Gen Z consumers who have significant purchasing power. With movies like Air and Flamin' Hot, these brands are leveraging their IPs to create immersive experiences that resonate with current audiences.

The Future of Branded Entertainment

The trend towards branded entertainment is not without its challenges. Brands must be willing to take risks and invest in high-quality content that resonates with consumers. As Michael Sugar, founder and CEO of Sugar23 production company, noted, "Our belief is that almost every brand is its own Barbie." This means brands need to communicate their values and stories effectively, creating a deep consumer connection that is becoming increasingly ephemeral in today’s fragmented media landscape.

Partnerships and Collaborations

Brands are seeking creative partners to help them navigate this new landscape. Bath & Body Works, for instance, has collaborated with Netflix on a product collection inspired by Bridgerton. This partnership aimed to deepen fandom and create a unique experience for customers. Similarly, Hasbro has seen significant interest in its Dungeons & Dragons IP following its film release and appearance in Stranger Things.

Immersive Experiences

The strategy behind these collaborations is to create immersive experiences that transcend traditional advertising. By owning every touch point and building cultural influence around their brands, companies like Mattel and Hasbro are revitalizing themselves for today’s media landscape. As Aleena Mazhar, SVP and managing director at advertising agency FUSE Create, noted, "This level of immersion is possible due to the ownership of IP, creating big opportunities for other nostalgic brands to tell their stories in new ways and bring new consumers into their world".

Lessons from Barbie

The Barbie movie has served as a case study for redefining the interplay between brand and fan. By marrying a legendary heroine with sharp storytelling and expert brand promotion, Mattel and Warner Bros. managed to generate a deep consumer connection. This approach has inspired other marketers to seek similar magic, but it’s crucial to remember that not all brands are ripe for such bold disruption. Mattel’s greenlighting of the Barbie film completely disrupted audience expectations for their flagship brand, and it should be commended for taking that risk.

Authenticity and Nostalgia

One of the most important buzzwords in marketing today is "authenticity." Brands are more ambitious now than ever before, as they strive to build deeper connections with their audience. The rise of celebrity CEOs and influencer-owned brands has driven this shift, where consumers are increasingly interested in who they're buying from rather than just what they're buying. Brands like Bath & Body Works are leveraging this nostalgia by partnering with popular TV shows and creating product collections that resonate with fans.

The Next Wave

The impact of Barbie goes beyond its cultural significance; it has set off a chain reaction in Hollywood. Brands are no longer just passive supporters; they're driving the narrative. This shift promises a future where Ted Lasso could be an Adidas joint, and Goldman Sachs could be the creative incubator for Billions or Succession. The intersection of entertainment and branding is becoming increasingly blurred, offering endless opportunities for creativity and engagement.

The Road Ahead

While this trend holds immense potential, it also comes with its own set of challenges. Brands must be willing to invest in high-quality content and take risks. As Julian Jacobs, head of UTA NY and partner and co-head of UTA entertainment and culture marketing, noted, "Although the Barbie movement sent brands to Hollywood to explore in a similar fashion, I think the truth is that not all brands really can do that and aren’t right to go make a movie or a TV show inspired by their IP".

Conclusion

The entertainment industry is on the cusp of a revolution, with brands playing a pivotal role in shaping the narrative. The success of Barbie has shown that when done right, branded entertainment can transcend cultural boundaries and capture the hearts of audiences worldwide. As brands continue to explore this new frontier, one thing is clear: the future of Hollywood will be dictated by the stories we tell and the brands we believe in.

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References

• https://www.raconteur.net/growth-strategies/barbie-movie-brands-hollywood-stars
• https://lbbonline.com/news/a-pink-plastic-paradigm-shift-branded-entertainment-in-a-post-barbie-world
• https://www.adweek.com/convergent-tv/brands-hollywood-barbie/
• https://digiday.com/marketing/brands-take-their-intellectual-properties-to-hollywood-with-marketing-mixes-to-go-along-with-them/
• https://www.marketingbrew.com/stories/2024/08/20/a-year-after-barbie-branded-content-is-all-the-rage-in-hollywood