Pink sauce on a Burger King burger, "Barbie-flying" pets with sweaters and beds with Barbie motifs, but most importantly of all, the explosion of the color pink, head to any clothing store this summer and you are likely to be hit with that reality. Barbiecore outfits, focused on the doll's signature color, dominated the fashion scene for a second straight year, helped by Mattel Inc.'s all-out marketing blitz to build buzz for the "Barbie" movie that debuted in theaters last Friday.
There are Barbie sneakers, Barbie backpacks, Barbie swimsuits and Barbie hoodies for your dog. There are rhinestone-studded water bottles, neon yellow roller blades with pink wheels – and much more.
"There is not a corner of the globe that hasn't turned pink," Richard Dickson, Mattel's president and chief operating officer, said in an interview.
Couture designer Valentino kicked off the recent pink wave by dressing models in head-to-toe fuchsia for a March 2022 runway show. That sent celebrity stylists scrambling to find looks in the can't-miss color.
A few months later, photos showed Barbie movie star Margot Robbie on set in a hot pink Western jumpsuit. The "campy style" went viral at a time when Western wear and sparkly Y2K fashions were trending, said Madeline Hirsch, news director for InStyle.
It also coincided with many people returning to offices after COVID-19 lockdowns.
"People were craving joy, color and new clothes to wear out again, and the effervescent appeal of Barbie was easy to latch on to," Hirsch said.
As the style took off, fashion magazines chronicled celebrities from Kim Kardashian to Harry Styles in bright Barbiecore outfits.
Barbie is one of Mattel's top three brands. The toymaker trademarked the term Barbiecore in 2022 and partnered with companies such as high-end French designer Balmain, jewelry maker Kendra Scott and loungewear company Barefoot Dreams.
Those efforts went into overdrive in 2023, with more than 100 partnerships tied to the movie. Items currently available range from a $20 Barbie T-shirt at Old Navy to a $1,550 sweatshirt with the Balmain logo in the Barbie font.
Mattel also collaborated on many products outside of fashion, such as an Instagram-perfect pool float from Funboy and a pink Microsoft X-box gaming console that rests inside a three-story Barbie Dreamhouse.
Barbie-inspired foods include an ice cream flavor and a Barbie burger with pink sauce sold at Burger King in Brazil.
Robbie, who rotated through Barbie-inspired looks during the movie's publicity tour, even rolled pink suitcases through the airport in Sydney.
Barbiecore encompasses more than just pink, Hirsch said. "Think more is more in terms of color pairings – aqua, purples and yellows," she said. Ryan Gosling, who plays Ken, has sported looks in that color palette.
The Barbiecore frenzy appears to be boosting interest in the "Barbie" film from Warner Bros. Women are planning Barbie-inspired outfits to wear to screenings, and theaters are hosting special events to attract ticket buyers.
Maryland-based Warehouse Cinemas has sold out its Thursday night "Malibu Beach Party" screenings featuring pink cocktails served in flamingo floaties, said president and CEO Rich Daughtridge. Guests who bring a Barbie, or dress like Barbie or Ken, upgrade their popcorn for free with strawberry powder and edible pink glitter.
Barbie beat its main box office competition for the weekend, which is Christopher Nolan's drama "Oppenheimer" about the man behind the making of the atomic bomb.
"Barbie" finished the weekend with an international box office gain of $337 million, setting new records in the meantime, while Nolan's "Oppenheimer" garnered $174 million at the global box office in its opening weekend.
Both films topped the $55 million in North American ticket sales collected last weekend from Tom Cruise's latest "Mission: Impossible" movie.
Before the debut of "Barbie," Jeff Bock, senior box office analyst at Exhibitor Relations Co., had said filmgoers also are likely to post their Barbiecore looks on social media, sparking more interest in the movie.
"This has the potential to break out in ways that we can't fathom yet," Bock said. That was certainly the case during the weekend.
