(WBBM NEWSRADIO) – The new Barbie movie has loomed large in recent weeks, and it’s only going to get bigger as the Margot Robbie feature hits movie theaters.
To top that off, the film is expected to generate cultural trends, particularly in fashion. It’s something that is referred to as “Barbiecore,” the largely pink and playful aesthetic of America’s iconic doll.
“What a win for Mattel,” New York-based retail analyst Jan Rogers Kniffen told the Noon Business Hour on Wednesday. “Whether it runs much in the way of fashion or not, it should drive the heck out of sales of their toys. I just don’t see how it could be a lose, and I think the retailers are going to jump on the bandwagon.”
Kniffen says the crush of Barbie marketing and social media chatter is impossible to ignore, regardless of whether the film achieves summer blockbuster status.
“It affects the way everybody looks at products. And I’m sure every designer’s looking at it,” he said. “Every color person is looking at the color. They’re going, ‘Hmm, what Pantone is that? Maybe I need that in my product next year.’”
Barbie is expected to gross $100 million in its opening weekend later this month.
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