July 18, 2023
CNBC recently published an article featuring Susan Fournier, Dean of Questrom School of Business, discussing how retailers and brands are cashing in on the new Barbie movie buzz.
With built-in brand recognition and nostalgia that resonates across generations, Fournier discusses how the pink Barbie aesthetic channels an optimism that our post-pandemic world is hungry for. Taking it further, Fournier also comments on the duality of the Barbie brand legacy, closely linked to perfection and tiny waists, yet Barbie is also an unmarried homeowner, and became an astronaut before the first moon landing.
Fournier said, “There is something culturally powerful about living in that contradictory space.”