Even before the box office numbers came in, “Barbie” was a merchandising hit
During its first few days in theaters, “Barbie” raked in $337 million globally in the box office, the largest opening weekend of 2023 so far. But even before the numbers came in, “Barbie” was a merchandising hit. The film had been generating hype for months, thanks to a star-studded cast, beloved director, dazzling aesthetic — and a seemingly endless array of Barbie-themed merchandise. In June, brand strategist Moshe Isaacian started keeping track of the official partnerships on Twitter.
A Gap spokesperson noted that the collection “has been killing it across all categories.” The relationship between Gap and Mattel runs deep: On Wednesday, Gap announced that its new CEO will be Richard Dickson, who currently serves as Mattel’s president and chief operating officer. In retrospect, and with huge box office numbers under its belt, it seems clear why so many companies would want to work with “Barbie.
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