'Barbie' marketing blitz hits fever pitch

By Agence France-Presse

Jul 19, 2023 12:23 am

NEW YORK CITY: Hollywood A-listers have been walking red carpets in hot pink, glitter is back, and companies from The Gap to Burger King are doing rose-colored collaborations: 'Barbie' mania is everywhere as the hotly anticipated film hits theaters worldwide.

Toy maker Mattel, who first unveiled the iconic doll in 1959, has reached about 100 licensing agreements for everything from roller skates to toothbrushes in connection to director Greta Gerwig's summer flick.

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