The Barbie movie arrives in theatres on Friday, but a tidal wave of hot pink — Pantone 219-C, to be exact — has preceded it, thanks to a supercharged marketing campaign that lends a whole new meaning to rose-coloured glasses.
Mattel, the company behind Barbie, has inked crossover deals with dozens of companies to promote both the movie and the famous doll herself. It comes a few years after the iconic toy, long criticized for promoting unrealistic beauty standards for young girls, was rebranded to be more inclusive.
Fashion brands like Forever 21, Gap and Primark have designed official clothing lines with Barbie in mind; luggage company Beis
