You can book a real-life Barbie Dreamhouse through Airbnb. You could take a Barbie-themed cruise. You can buy all kinds of Barbie-licensed merchandise from Xboxes and electric toothbrushes to Crocs and high-end Balmain purses. Barbie even keeps popping up in games of Candy Crush Saga.
And that’s just the official marketing partnerships…more than 100 according to The Wall Street Journal. Countless other retailers, local businesses and even non-profits have jumped on the Barbie bandwagon to attract attention. After all, there is no trademark on the color pink, bubblegum and girl-powered fun.
As Variety put it: “Unless you’ve been trapped in a plastic toy box, there’s no escaping the Barbie-core movement that’s sweeping the globe—and potentially contributing a nationwide shortage of the color pink.”
Whether it’s Barbie mania, the juxtaposition of Barbenheimer, Shark Week or any other topic or event trending in pop culture, taking advantage of a timely tie-in is a solid strategy for retailers. It can help attract attention and spur purchases. It’s also a way to connect with current and potential customers and demonstrate your relevance.
Opportunities for Retailers, Large and Small
And the size of your store—or your marketing budget—doesn’t matter. In a recent article on Barbie fever, J. Walker Smith, a consultant at research firm Kantar, told Reuters that it’s important for small businesses to demonstrate they’re on trend. “Small businesses are never in a position to create big mega-trends—very large businesses can do that. So, for small businesses, the strategy is to be a quick follower,” he said.
One easy way to take advantage of pop culture buzz is simply by including trending topics and hashtags in your social media posts. (Consider that #barbiemovie—just one of many hashtags—has appeared 502,000 times on TikTok, with nine billion views, as of this writing.)
In addition, small businesses—or even larger ones without an official licensing agreement—can capture the spirit or make indirect references to something trending in pop culture with window displays, in-store merchandising or special events. That’s been the case with the Barbie movie, with stores promoting everything from Malibu makeovers, pink cocktails and merchandise that channels a Barbie vibe.
Opportunities for Retailers, Large and Small
And the size of your store—or your marketing budget—doesn’t matter. In a recent article on Barbie fever, J. Walker Smith, a consultant at research firm Kantar, told Reuters that it’s important for small businesses to demonstrate they’re on trend. “Small businesses are never in a position to create big mega-trends—very large businesses can do that. So, for small businesses, the strategy is to be a quick follower,” he said.
One easy way to take advantage of pop culture buzz is simply by including trending topics and hashtags in your social media posts. (Consider that #barbiemovie—just one of many hashtags—has appeared 502,000 times on TikTok, with nine billion views, as of this writing.)
In addition, small businesses—or even larger ones without an official licensing agreement—can capture the spirit or make indirect references to something trending in pop culture with window displays, in-store merchandising or special events. That’s been the case with the Barbie movie, with stores promoting everything from Malibu makeovers, pink cocktails and merchandise that channels a Barbie vibe.
Other Types of Well-Timed Tie-Ins
Pop culture is only one source of timely links that retailers can use to connect with customers and attract new ones. Lesser known holidays can be the impetus for a connection, whether they’re more thoughtful (like National Say Something Nice Day) or just plain fun (here’s looking at you, National Ice Cream Day.)
Making a connection to an important piece of news or event is also an excellent way to attract attention and show you care. This is especially valuable for retailers who can use local news or events to differentiate themselves in shoppers’ eyes in any given market.
Timeliness is the key, so don’t worry about putting together a master plan. Sometimes making a connection to a timely story, event or trend is as easy as a social media post or a handwritten message on a chalkboard outside your store.
