• About Us
  • Get Insights to Your Inbox
Friday, May 9, 2025
Generic selectors
Exact matches only
Search in title
Search in content
Post Type Selectors
Search in posts
Search in Author
Search Events
Filter by Categories
Action Learning
Artificial Intelligence in Business
Book Club
Books
BU Today
Business Challenges
Business Education
Business Functions
Business Policy & Markets
Corporate Strategy
Digital Business
Digital Business Institute
Diversity, Equity & Inclusion
Entrepreneurship & Innovation
Events
Expert Take
Feature
Finance & Accounting
Future of Business Education
Future of Work
Global Media
Harvard Business Review
Health, Biopharma, & Health-Tech
Human Resources Policy Institute
Innovation
Insights Live
Institute for Sustainable Energy
Journals
Language of Business
Leadership & Management
Local Media
Marketing
Media Mention
Multimedia
National Media
Newsletter Spotlight
Op-Ed
Operations
Opinion
Our Insights
Partners in Business Ethics
Podcast
Publications
Research Institutes
Risk
ScienceDirect
Silicon Valley Bank
Sloan Management Review
Social Impact
Special Series
Susilo Institute for Ethics in the Global Economy
Technology
The Brink
Thinkers50@BUQuestrom: Passion & Purpose
Videos
Insights@Questrom
  • Our Insights
    • All
    • Business Challenges
    • Business Education
    • Business Functions
    Massachusetts Economy at Risk from Trump Administration Policies  

    Massachusetts Economy at Risk from Trump Administration Policies  

    Small businesses may take the brunt of tariffs, even when they’re based in the US 

    Retail’s latest tariff challenge? Setting prices. 

    Bureaucrats get a bad rap, but they deserve more credit − a sociologist of work explains why

    Bureaucrats get a bad rap, but they deserve more credit − a sociologist of work explains why

    Gordon Burtch Named Finalist for the 2025 Bradford-Osborne Research Award

    Gordon Burtch Named Finalist for the 2025 Bradford-Osborne Research Award

    Best Personal Loans for a 600 Credit Score

    Why have car insurance premiums been increasing over the past years? 

    Trump looking at cutting US drug prices to international levels, sources say 

    Trump looking at cutting US drug prices to international levels, sources say 

    Small businesses in the US may take the brunt of tariffs 

    Small businesses in the US may take the brunt of tariffs 

    Executive Insights: Ned Rimer, Faculty Director, Health Sector Management Program, Questrom School of Business, Boston University (video)

    Tariffs are expected to worsen the divide between Main Street and Wall Street 

  • Videos & Podcast
    • All
    • Podcast
    • Videos
    S1:E1 CVS Paying the “Pink Tax” on Certain Products and the Evolution of the Electric Vehicle Industry

    Tariffs and Their Economic Impact

    S1:E1 CVS Paying the “Pink Tax” on Certain Products and the Evolution of the Electric Vehicle Industry

    Navigating Internet Privacy: Unpacking Cookies, Dark Patterns, and Future Data Protection Challenges (2)

    Beyond Prototypes: Rethinking Innovation in Complex Ecosystems with Prof. Douglas Hannah

    Beyond Prototypes: Rethinking Innovation in Complex Ecosystems with Prof. Douglas Hannah

    Is Business Broken? Season 2 out now! 

    Is Business Broken? Season 2 out now! 

    S1:E1 CVS Paying the “Pink Tax” on Certain Products and the Evolution of the Electric Vehicle Industry

    Redefining Retirement: Navigating Emotional and Social Transitions with Insightful Strategies

    Life After Cookies: Who Uses Google’s Privacy Sandbox? – Garrett Johnson

    Life After Cookies: Who Uses Google’s Privacy Sandbox? – Garrett Johnson

    S1:E1 CVS Paying the “Pink Tax” on Certain Products and the Evolution of the Electric Vehicle Industry

    Real Estate Ripples from a Landmark Settlement

    S1:E1 CVS Paying the “Pink Tax” on Certain Products and the Evolution of the Electric Vehicle Industry

    The Hidden Wisdom of Cultural Pushback

    S1:E1 CVS Paying the “Pink Tax” on Certain Products and the Evolution of the Electric Vehicle Industry

    Fusion Strategy: Navigating the Industrial Evolution

  • Insights Events
    • Events
    • Insights Live
    • Questrom Institute Events
  • In the Media
    • All
    • BU Today
    • Global Media
    • Local Media
    • National Media
    • Op-Ed
    • The Brink
    Small businesses may take the brunt of tariffs, even when they’re based in the US 

    Retail’s latest tariff challenge? Setting prices. 

    Best Personal Loans for a 600 Credit Score

    Why have car insurance premiums been increasing over the past years? 

    Trump looking at cutting US drug prices to international levels, sources say 

    Trump looking at cutting US drug prices to international levels, sources say 

    Small businesses in the US may take the brunt of tariffs 

    Small businesses in the US may take the brunt of tariffs 

    Executive Insights: Ned Rimer, Faculty Director, Health Sector Management Program, Questrom School of Business, Boston University (video)

    Tariffs are expected to worsen the divide between Main Street and Wall Street 

    How AI Chat Search Could Disrupt Online Advertising

    Boeing aircraft, duty-free no more 

    How AI Chat Search Could Disrupt Online Advertising

    Compounding pharmacies must stop making versions of Ozempic and Wegovy as shortage ends 

    In a ‘work-from-anywhere’ world, where are people working?

    Rising drug prices are hammering patients, employers, and insurers. Is there any end in sight? 

    How Retailers Can Capitalize on the “Refund Effect”

    How to Monetize Volunteer-Driven Platforms 

  • Publications
    • All
    • Books
    • Harvard Business Review
    • Journals
    • Sloan Management Review
    How Retailers Can Capitalize on the “Refund Effect”

    How to Monetize Volunteer-Driven Platforms 

    How Retailers Can Capitalize on the “Refund Effect”

    Leading Global Teams Effectively 

    How Retailers Can Capitalize on the “Refund Effect”

    Research: When Prototypes Don’t Yield Useful Insights 

    Transforming Products into Platforms: Unearthing New Avenues for Business Innovation

    Transforming Products into Platforms: Unearthing New Avenues for Business Innovation

    How Retailers Can Capitalize on the “Refund Effect”

    We’re Still Lonely at Work

    How Retailers Can Capitalize on the “Refund Effect”

    17 Team-Building Activities for In-Person, Remote, and Hybrid Teams

    3 Ways to Support Employees with Bipolar Disorder

    3 Ways to Support Employees with Bipolar Disorder

    Will That Marketplace Succeed?

    Will That Marketplace Succeed?

    How Retailers Can Capitalize on the “Refund Effect”

    Research: Why Companies Should Disclose Their Lack of Progress on DEI 

  • Questrom Book Club
Insights@Questrom
  • Our Insights
    • All
    • Business Challenges
    • Business Education
    • Business Functions
    Massachusetts Economy at Risk from Trump Administration Policies  

    Massachusetts Economy at Risk from Trump Administration Policies  

    Small businesses may take the brunt of tariffs, even when they’re based in the US 

    Retail’s latest tariff challenge? Setting prices. 

    Bureaucrats get a bad rap, but they deserve more credit − a sociologist of work explains why

    Bureaucrats get a bad rap, but they deserve more credit − a sociologist of work explains why

    Gordon Burtch Named Finalist for the 2025 Bradford-Osborne Research Award

    Gordon Burtch Named Finalist for the 2025 Bradford-Osborne Research Award

    Best Personal Loans for a 600 Credit Score

    Why have car insurance premiums been increasing over the past years? 

    Trump looking at cutting US drug prices to international levels, sources say 

    Trump looking at cutting US drug prices to international levels, sources say 

    Small businesses in the US may take the brunt of tariffs 

    Small businesses in the US may take the brunt of tariffs 

    Executive Insights: Ned Rimer, Faculty Director, Health Sector Management Program, Questrom School of Business, Boston University (video)

    Tariffs are expected to worsen the divide between Main Street and Wall Street 

  • Videos & Podcast
    • All
    • Podcast
    • Videos
    S1:E1 CVS Paying the “Pink Tax” on Certain Products and the Evolution of the Electric Vehicle Industry

    Tariffs and Their Economic Impact

    S1:E1 CVS Paying the “Pink Tax” on Certain Products and the Evolution of the Electric Vehicle Industry

    Navigating Internet Privacy: Unpacking Cookies, Dark Patterns, and Future Data Protection Challenges (2)

    Beyond Prototypes: Rethinking Innovation in Complex Ecosystems with Prof. Douglas Hannah

    Beyond Prototypes: Rethinking Innovation in Complex Ecosystems with Prof. Douglas Hannah

    Is Business Broken? Season 2 out now! 

    Is Business Broken? Season 2 out now! 

    S1:E1 CVS Paying the “Pink Tax” on Certain Products and the Evolution of the Electric Vehicle Industry

    Redefining Retirement: Navigating Emotional and Social Transitions with Insightful Strategies

    Life After Cookies: Who Uses Google’s Privacy Sandbox? – Garrett Johnson

    Life After Cookies: Who Uses Google’s Privacy Sandbox? – Garrett Johnson

    S1:E1 CVS Paying the “Pink Tax” on Certain Products and the Evolution of the Electric Vehicle Industry

    Real Estate Ripples from a Landmark Settlement

    S1:E1 CVS Paying the “Pink Tax” on Certain Products and the Evolution of the Electric Vehicle Industry

    The Hidden Wisdom of Cultural Pushback

    S1:E1 CVS Paying the “Pink Tax” on Certain Products and the Evolution of the Electric Vehicle Industry

    Fusion Strategy: Navigating the Industrial Evolution

  • Insights Events
    • Events
    • Insights Live
    • Questrom Institute Events
  • In the Media
    • All
    • BU Today
    • Global Media
    • Local Media
    • National Media
    • Op-Ed
    • The Brink
    Small businesses may take the brunt of tariffs, even when they’re based in the US 

    Retail’s latest tariff challenge? Setting prices. 

    Best Personal Loans for a 600 Credit Score

    Why have car insurance premiums been increasing over the past years? 

    Trump looking at cutting US drug prices to international levels, sources say 

    Trump looking at cutting US drug prices to international levels, sources say 

    Small businesses in the US may take the brunt of tariffs 

    Small businesses in the US may take the brunt of tariffs 

    Executive Insights: Ned Rimer, Faculty Director, Health Sector Management Program, Questrom School of Business, Boston University (video)

    Tariffs are expected to worsen the divide between Main Street and Wall Street 

    How AI Chat Search Could Disrupt Online Advertising

    Boeing aircraft, duty-free no more 

    How AI Chat Search Could Disrupt Online Advertising

    Compounding pharmacies must stop making versions of Ozempic and Wegovy as shortage ends 

    In a ‘work-from-anywhere’ world, where are people working?

    Rising drug prices are hammering patients, employers, and insurers. Is there any end in sight? 

    How Retailers Can Capitalize on the “Refund Effect”

    How to Monetize Volunteer-Driven Platforms 

  • Publications
    • All
    • Books
    • Harvard Business Review
    • Journals
    • Sloan Management Review
    How Retailers Can Capitalize on the “Refund Effect”

    How to Monetize Volunteer-Driven Platforms 

    How Retailers Can Capitalize on the “Refund Effect”

    Leading Global Teams Effectively 

    How Retailers Can Capitalize on the “Refund Effect”

    Research: When Prototypes Don’t Yield Useful Insights 

    Transforming Products into Platforms: Unearthing New Avenues for Business Innovation

    Transforming Products into Platforms: Unearthing New Avenues for Business Innovation

    How Retailers Can Capitalize on the “Refund Effect”

    We’re Still Lonely at Work

    How Retailers Can Capitalize on the “Refund Effect”

    17 Team-Building Activities for In-Person, Remote, and Hybrid Teams

    3 Ways to Support Employees with Bipolar Disorder

    3 Ways to Support Employees with Bipolar Disorder

    Will That Marketplace Succeed?

    Will That Marketplace Succeed?

    How Retailers Can Capitalize on the “Refund Effect”

    Research: Why Companies Should Disclose Their Lack of Progress on DEI 

  • Questrom Book Club
Insights@Questrom
Home Feature

Barbie: A Revolving Legacy 

Patricia HambrickbyPatricia Hambrick
August 4, 2023
in Feature, Marketing
75
0
Barbie: A Revolving Legacy 
Share on FacebookShare on TwitterShare on LinkedIn

Despite that sales were down 22% in 2023, Barbie is trending again. 

Warner Bros. made the Barbie movie announcement in July 2019, and by the following day, audiences everywhere were weighing in on the toy’s complicated reputation across social media.  

“We of course would want to honor the 60-year legacy that this brand has. But we have to acknowledge that there are a lot of people who aren’t fans of Barbie. And in fact, aren’t just indifferent to Barbie. They actively hate Barbie. And have a real issue with Barbie. We need to find a way to acknowledge that,” said Margo Robbie, leading actress of the film, referring to what her production team told Mattel when they pitched the idea. 

From a film industry perspective, the movie had a very successful opening weekend, earning $162 million over its first three days in domestic theaters, making it the highest-grossing opening for a female director in the history of cinema. However, that hasn’t stopped the cyclical nature of Barbiecore, nor has it halted how quickly trends change. It makes one wonder how long the trend will stick around after the film buzz has worn off. 

Before photos from the set of Gerwig’s “Barbie” broke the internet, hot pink made headlines for high-end fashion brands. In July 2021, actresses like Florence Pugh dressed in hot pink Versace dresses and matching platform heels for fashion week. Valentino made headlines during their 2022/2023 couture show last July, with attendees posed in color-coordinated pink ensembles from the previous collection. Now, those same high-end designers are already “off” Barbiecore, but the lower-end stores are capitalizing on the brand’s newfound popularity. 

However, it wasn’t too long ago that Barbie’s popularity, and sales, were plummeting. A 2018 New York Times article shared, “the trouble in toyland is particularly severe for Mattel. Revenue has plunged from $6.5 billion in 2013 to a projected $4.5 billion this year, and a profit of more than $913 million has become an expected loss of $418 million. The company’s stock is down 73% in that time and near a 10-year low.” This reflects the very cyclical nature of the business.  

As a toy that 90% of girls own, and one that transcends generations, Barbie can ride the trends a little better than other types of toys, especially with Mattel’s expansive Barbie licensing, merchandising for computer games, theme parks, movies, and more. But Mattel did not invent this. Marvel, Hasbro and Lego have all the licensing as well. Mattel is simply hopping on that trend and happens to be doing it well at the moment, but in terms of how long-lasting this successful trend will be, we will have to wait and see. 

Tags: BarbieMarketingPatricia HambrickTrends
Patricia Hambrick

Patricia Hambrick

Patricia Hambrick is a Master Lecturer of Marketing at Questrom School of Business. She is the CEO and Founder of the Hambrick Group, which provides marketing expertise to technology and consumer goods industries, as well as interim CMO services.

Related Insights

The Age of Radical Empathy: The Impact of Banned Words on Marketing
Feature

The Age of Radical Empathy: The Impact of Banned Words on Marketing

March 19, 2025
Why are Banks Failing and Does That Herald Another Financial Crisis?
BU Today

BU Experts on Boeing’s Legal and Technical Troubles

August 6, 2024
The Hidden Risk of Getting Paid in Stock Options 
Marketing

Hate Valentine’s Day? There’s a Market for You, Too.

February 11, 2024
The Hidden Risk of Getting Paid in Stock Options 
Business Policy & Markets

Goodwill Tries to Figure Out Online Commerce

October 15, 2023
Is Elon Musk right to ditch the Twitter bird logo?
Marketing

What rockets a brand into cult following status?

August 15, 2023
The Relevance of the Barbie Experience
Feature

The Relevance of the Barbie Experience

July 25, 2023

Upcoming Events

No event found!

Get Our Insights Newsletter

Get Insights straight to your inbox by signing up now.

    Popular Insights

    • Massachusetts Economy at Risk from Trump Administration Policies  

      Massachusetts Economy at Risk from Trump Administration Policies  

      15 shares
      Share 6 Tweet 4
    • Ethical Implications of ChatGPT in the Educational Setting

      211 shares
      Share 84 Tweet 53
    • 2025 Digital Marketing Symposium: Sponsored by the Digital Business Institute

      8 shares
      Share 3 Tweet 2
    • Compounding pharmacies must stop making versions of Ozempic and Wegovy as shortage ends 

      8 shares
      Share 3 Tweet 2
    • 2025 Wadsworth Family Distinguished Lecture in Business Leadership & Technology Innovation – Peter Levine 

      8 shares
      Share 3 Tweet 2

    Boston University Questrom School of Business
    595 Commonwealth Avenue
    Boston, MA 02215

    Follow Us

    Newsletter

    © 2023 Trustees of Boston University

    • About Us
    • Digital Business Institute
    • Human Resource Policy Institute
    • Susilo Institute for Ethics in the Global Economy

    Welcome Back!

    Sign In with Linked In
    OR

    Login to your account below

    Forgotten Password?

    Retrieve your password

    Please enter your username or email address to reset your password.

    Log In

    Add New Playlist

    Generic selectors
    Exact matches only
    Search in title
    Search in content
    Post Type Selectors
    Search in posts
    Search in Author
    Search Events
    Filter by Categories
    Action Learning
    Artificial Intelligence in Business
    Book Club
    Books
    BU Today
    Business Challenges
    Business Education
    Business Functions
    Business Policy & Markets
    Corporate Strategy
    Digital Business
    Digital Business Institute
    Diversity, Equity & Inclusion
    Entrepreneurship & Innovation
    Events
    Expert Take
    Feature
    Finance & Accounting
    Future of Business Education
    Future of Work
    Global Media
    Harvard Business Review
    Health, Biopharma, & Health-Tech
    Human Resources Policy Institute
    Innovation
    Insights Live
    Institute for Sustainable Energy
    Journals
    Language of Business
    Leadership & Management
    Local Media
    Marketing
    Media Mention
    Multimedia
    National Media
    Newsletter Spotlight
    Op-Ed
    Operations
    Opinion
    Our Insights
    Partners in Business Ethics
    Podcast
    Publications
    Research Institutes
    Risk
    ScienceDirect
    Silicon Valley Bank
    Sloan Management Review
    Social Impact
    Special Series
    Susilo Institute for Ethics in the Global Economy
    Technology
    The Brink
    Thinkers50@BUQuestrom: Passion & Purpose
    Videos
    • Business Challenges
      • Business Policy & Markets
      • Digital Business
      • Diversity, Equity & Inclusion
      • Entrepreneurship & Innovation
      • Future of Work
      • Health, Biopharma, & Health-Tech
      • Risk
      • Social Impact
    • Business Functions
      • Corporate Strategy
      • Finance & Accounting
      • Innovation
      • Leadership & Management
      • Marketing
      • Operations
      • Technology
    • Publications
      • Journals
      • Harvard Business Review
      • Sloan Management Review
    • Insights Events
      • All Events
      • Insights Live
      • Questrom Institute Events
    • Videos & Podcast
      • Videos
      • Insights@Questrom Podcast
      • Podcast
    • Voices in the Media
    • Our Experts

    © 2023 Trustees of Boston University

    -
    00:00
    00:00

    Queue

    Update Required Flash plugin
    -
    00:00
    00:00