Beyond Barbie: how should brands approach movie partnerships?

Gary Fawcett, Executive Creative Director, TBWA/Manchester

Barbie wasn’t just any old film; it was a massive cultural moment and the most anticipated movie in years. The impact on branded entertainment was huge. It was a marketing machine, so brands will naturally try replicate this. Branded entertainment is a more trojan way to reach audiences - so it’s a win-win, right? 

There’s no worse label for your brand than ‘cringe’ (I’ve seen my kids deliver this verdict, it’s brutal).

Well, yes. But it’s not as easy as making your brand’s potato chips pink and job done. Partnerships need to be relevant - not just comprised of shoehorning your brand into the movie’s theme. 

It has to be a great idea (a genius pairing or joke can be iconic). And above all else, it has to be authentic. Fans of an original will spot a fake a mile away and there’s no worse label for your brand than ‘cringe’ (I’ve seen my kids deliver this verdict, it’s brutal).

Plenty of moving parts need to land for a marketing push to pay off, and it’s expensive - so think before you pay out. The big question is, how do you stand out from the ocean of brands that have suddenly turned pink, green or blue? How do you disrupt? 

Above: Gary Fawcett, Executive Creative Director, TBWA\MCR

Dawn Paine, Co-Founder and CEO Aurora

The relationship between major film studios and brands has evolved into a powerful partnership, where both sides can benefit from increased visibility, audience engagement, and revenue growth. This synergy has become a vital tool for driving both business and cultural relevance.

Creating merchandise with fashion brands is a staple, but thinking about incredible storytelling and customer experiences means we can see some wonderful examples of killer marketing campaigns combining the physical and digital. Barbie was a superb example, where using immersive generative AI, you could become your own Barbie doll cover. What a wonderful way to bring to life the director Greta Gerwig’s vision of celebrating the history and diversity of the doll?

Brands need to be imaginative, bask in the small details and bring experiential partnerships to life in beautiful, sensory, never before imagined ways.

Disney movies and brands live and breath emotional marketing and the art of storytelling that manifests across every facet of the customer experience. There is no such thing as not enough detail, and the company understands that once inside Disneyland, the visitors are using all their senses to feel engaged. For example, on Disney Cruises, the music and sounds of their latest film releases from Beauty and the Beast to Wicked are piped throughout the ship.

Brands need to be imaginative, bask in the small details and bring experiential partnerships to life in beautiful, sensory, never-before-imagined ways.

Above: Dawn Paine, Co-Founder and CEO Aurora

Lou Fielding, MD, Joint

There’s no doubt that the Barbie movie was a phenomenon. Not least because the brand was the movie. Mattel earned millions of dollars of box office revenue as the IP owners and that’s before the sales boost on product. Hundreds of other brands from Crocs to Google signed on to collaborate, creating a marketing frenzy. And then of course there was #barbenheimer. It didn’t hurt that Barbie was a brilliant film, with a culturally relevant message, so everyone’s a winner.

Only progress if your brand can be truly inspired by a film, creating new products or experiences that are also true to your brand’s own offer and values.  

Though we might not see something quite like it again, it will certainly have got the juices flowing with brands wanting a similar piece of the action on any big upcoming releases. My advice? Only progress if your brand can be truly inspired by a film, creating new products or experiences that are also true to your brand’s own offer and values. 

I like what H&M have done with their capsule collection for Wicked. They haven’t just stuck the logo on some T-shirts (but naturally, they have done this too), they’ve also designed some bespoke pieces inspired by the aesthetic of the film. This approach is more subtle and credible, helping consumers get swept up in the vibe without simply being a logo badging exercise.

Above: Lou Fielding, MD, Joint

Kristy Elisano, CMO, Sparks global

The Barbie phenomenon has undeniably set a new standard for brand-film partnerships, sparking a surge of collaborations for films like Beetlejuice and Wicked. 

While this trend presents brands with an exciting opportunity to elevate experiential marketing, success hinges on a thoughtful approach. Experiences should amplify both the brand’s identity and the film’s essence. Creating a partnership that truly complements the storytelling while enhancing the fan experience must be the focus.

The goal is to become part of the cultural moment, sparking conversation and community.

You just have to look at the missteps of the Wonka Experience to understand the risks of over-commercialisation and poor execution. Brands should focus on delivering genuine value, not just visibility. High-quality, immersive experiences, thoughtfully designed to resonate with fans, are essential. In our digital-first world, seamless integration between online and offline elements is crucial for extending brand presence.

The goal is to become part of the cultural moment, sparking conversation and community. Achieving this requires a fine-tuned balance of creativity, strategic insight, and flawless execution—an approach that leaves a lasting impact rather than a fleeting impression.

Above: Kristy Elisano, CMO, Sparks global

Diandra Elmira, Experiential Designer, Imagination

Why were the Barbie partnerships so successful? Brands’ involvement went beyond logos on merchandise; they were tapping into the emotion of “girlhood” and nostalgia that made Barbie so resonant and fun. 

When considering new releases, brands should focus on iconic moments or elements that speak to fans on a personal level. Think the “I am Kenough” mantra. 

For brands, embracing the film’s unique “feeling” and message is a must. It’s easy to jump into co-branded products but really, the opportunity starts in the cinema itself. 

When considering new releases, brands should focus on iconic moments or elements that speak to fans on a personal level. Think the “I am Kenough” mantra in Barbie or the final soaring note in Wicked’s “Defying Gravity”.  These niche, shareable moments create the memorable touch points that fans love to engage with before, during, and after the film in a way that keeps them eager to share.