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Is the Barbie movie a bold step to reinvent and fix past wrongs or a clever ploy to tap a new market?

Written by: Lauren Gurrieri, Associate Professor in Marketing, RMIT University

Ryan Gosling (left) and Margot Robbie who play Ken and Barbie in the "Barbie'' movie.Shutterstock

After a months-long marketing blitz, the much-hyped Barbie movie is released this week.

From a Malibu Barbie dreamhouse listed on AirBnB, an AI tool that transforms selfies into Barbie movie posters and multiple Barbie-themed brand collaborations...

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Is the Barbie movie a bold step to reinvent and fix past wrongs or a clever ploy to tap a new market?

SMSF Tax Returns in Australia: Year-End Only or Updated All Year?

GDPR Cookie Consent Management Platform

In a Trade Built on Trust, You Can’t Pitch Your Way In. You Have to Prove It

Barista Brand Backs Cafés Facing Tougher Times With a $10,000 Tip Every Month

The Agency That Built a Brain, Won Everything, and Is Teaching AI What Australian Business Looks Like

Australia's Warehouse Network Is Ageing. The Next Decade Won't Be Won by Building More Sheds

Traditions of Rural Bali at Villa Sabana

The property market is falling. This is when smart investors should be looking to buy

Expecting autistic people to 'fit in' is cruel and unproductive; value us for our strengths

The Best Prom Dresses: What to Wear to Prom

Tips for Designing a Custom Home

Why the secrecy around car insurance?

Australian workers spend almost an hour a day administering email

Customer Service Is Becoming Part of the Small Business Sales and Marketing Engine

Gift Cards as the gateway to agentic payments

Why Data Accumulation Without Governance Undermines Sustainability Goals

Permanent $20,000 Instant Asset Write-Off Gives Small Businesses Greater Planning Certainty

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