Sunday, September 24, 2023

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    Brands take their intellectual properties to Hollywood — with marketing mixes to go along with them

    Barbiecore has reached fever pitch this summer. In anticipation of the upcoming Margot Robbie and Greta Gerwig live-action film based on the Mattel doll that will be released July 21, dozens of brands have released limited-edition Barbie merchandise and many more are collaborating with the brand.

    Barbie is just one example of what’s to come as more Hollywood studios collaborate with brands to create movies based on their products and intellectual properties.

    Nike, Tetris, Super Mario Bros., Hot Cheetos and others have also gotten Hollywood’s attention, with studios looking to engage millennials who grew up with these brands now that they have significant purchasing power. With movies like Ben Affleck-directed “Air,” “Flamin’ Hot” directed by Eva Longoria and “The Super Mario Bros. Movie,” the brands’ IPs are also gaining clout with Gen Z consumers.

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