So when some of the merchandise started to roll in earlier this year, she bought Barbie-themed pajamas, a Barbie T-shirt, Barbie-trademarked pink lemonade, along with some other pink outfits.

Krause, 31, said that she loved her Barbie dolls growing up and had about 20 of them along with a Barbie Dreamhouse. “There is such a stampede toward this that most people are going to get stepped on and will not be noticed,” said Allen Adamson, co-founder of marketing consultancy Metaforce, noting he believes there will be more losers than winners.įor some shoppers like Hollie Krause of Mahwah, New Jersey, Barbie pink blitz that ramped up since June is already getting too much. Everyone in the world wants a piece of pink now.”īut pundits also say it’s going to be hard for many of the products to stand out when the world is awash in pink. “In this case, I think it’s all good news. “When a brand owns something as iconic as the color pink, it’s good news and bad news,” said Marc Rosenberg, a Chicago-based toy consultant who led the global marketing teams for Hasbro’s brands like Furby, GigaPets, and Hit Clips. Some experts say all the marketing beyond the movie is only good for the 64-year-old brand, helping to attract multi-generations of fans. “If you can see yourself in a toy or in a doll, we want to also make sure that we’re raising awareness about bras and clean underwear and the like.”

“The capability to share stories and knowledge through playing with Barbie is what made us realize we need to jump on this pop culture Barbie bandwagon,” said Dana Marlowe, founder and executive of I Support the Girls.

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