It's the summer of Barbie and it can't end fast enough - New York Post

Move over “Hot Girl Summer.”

This is officially the summer of Barbie!

Barbie is everywhere — literally.

From Target to Bloomingdales, you can’t escape this summer’s (now only) Blonde Ambition tour.  

Barbie robes. Barbie rollerblades. Barbie candles. Barbie toothpaste and toothbrush sets. Barbie platform shoes. Barbie nail polish. Barbie Xbox accessories. Barbie Crocs. 

The pink-hued list goes on and on.

Mattel, the toy company behind the anatomically incorrect doll, has licensed nearly 100 brand partnerships to promote the new Barbie movie, starring Margot Robbie and Ryan Gosling.

A year ago, footage of Robbie as Barbie and Gosling as Ken rollerblading on the Venice Beach boardwalk nearly broke the Internet.

Especially for their matching neon outfits and Gosling’s platinum hairdo. 

“Barbie” has emerged as this summer’s hottest cinematic hit, but for folks who would rather avoid all of the Barbie-ness, there appears to be little cultural breathing room.

Warner Bros. Pictures

Since then, the fervor has only increased, with celebrities like Zendaya, and Florence Pugh latching onto the Barbiecore trend, which is an homage to Barbie’s bubblegum pink style and aesthetic.

Last September, fashion house Valentino was inspired by all things pink too, and Creative Director Pierpaolo Piccioli showed fuschia-soaked looks for their Autumn/Winter 2022 collection. 

The designer was also tapped to recreate one of Barbie’s looks for Robbie, a pink-and-white polka dot cutout dress, which she wore for the movie’s press tour last month, when she also appeared on the cover of Vogue awash in — you guessed it — bright pink. 

This still of Robbie and co-star Ryan Gosling was released a year ago, and set the Internet and social media ablaze with anticipation.

Warner Bros. Pictures

In fact, the movie’s production reportedly used so much pink paint that it caused a national shortage of the pastel color. 

It’s like a rosy-colored Godzilla has taken over America.

This feels like the longest movie promo ever.

After all, we’ve been hearing about the project, the first live-action Barbie film, for nearly seven years.

And the movie’s opening date, July 21, is still nearly two weeks away.

The real-life Barbie dream-house in Malibu. The hyper-pink residence is being offered as a giveaway to a lucky winner in partnership with AirBnB.

via REUTERS

“Barbie” was first announced in 2016 with comedienne Amy Schumer attached in the lead role.

But Schumer later backed out due to creative differences, and Robbie was confirmed as her replacement in January 2019. 

“Lady Bird” Director Greta Gerwig signed on in 2021, giving the film a more inclusive vibe, featuring Barbies and Kens of all backgrounds and body types. 

Trans actor Hari Nef plays Doctor Barbie.

Then there’s Weird Barbie (Kate McKinnon), President Barbie (Issa Rae) and Mermaid Barbie (Dua Lipa). 

As fans await Barbie’s big-screen arrival, it feels like the rest of us are being hit on the head with a bright pink shopping bag. 

Comedian Amy Schumer was originally tapped to play Barbie, but pulled out over “creative differences.”

AFP via Getty Images

The collabs span both high-brow and low, from a pink Balmain handbag sold at Neiman Marcus to a logoed cowboy hat available at Hot Topic.

There are giveaways, too, including a free night’s stay at Barbie’s real-life Malibu Dream House in California in partnership with Airbnb. 

Mattel has also licensed out decor pieces including a faux cowhide rug from Alexander, along with a speedboat-shaped pool float from Funboy.

All of this Barbie-ness is having an impact.

A study by CasinoAlpha.co.nz reveals that online searches for Barbie DreamHouse soared 233% overnight after the Airbnb collab was announced. 

Crazy pink and pastel coloring forms the backbone of the current #barbiecore trend, which has been adopted by celebs ranging from Zendaya to Florence Pugh.

AP

As for Mattel, the company’s gross margins are expected to increase 47% by the end of the year, according to CFO Anthony DiSilvestro. 

However, for regular folks, the Barbie Blitz is just too much.

This tsunami of consumerism is clearly far more about peddling Barbie dolls — and the avalanche of swag that will undoubtedly appear on eBay — than any actual movie. 

All this hype seems to be working.

On TikTok, the hashtag #Barbiecore has racked up 405 million views, while #Barbie has a passionate 42.1 billion following.

So, the question begs, how to survive the Summer of Barbie when you’re not a Barbie Girl?

Aside from moving to Vietnam, where the movie has been banned, wearing neutral colors and all black ensembles symbolizes a Barbie-free approach to dressing.

Robbie’s Vogue cover from the magazine’s recent summer issue features her awash in pink.

Vogue

Because nothing kills the Barbie vibe like an Elvira getup. 

In terms of the movies, check out high-brow or  high-octane alternatives, such as the action-heavy “Mission: Impossible — Dead Reckoning Part One,” mainly for wow factors like the over-the-top stunts and Tom Cruise’s age-defying face. 

Then there’s “Joy Ride,” which like “Barbie” is a tale about women on a self discovery mission, but the similarities end there.

The movie explores the bonds between four Asian-American friends as they road trip across China. Lots of comic passion — little pink. 

There’s also “Oppenheimer,” the striking story of Robert Oppenheimer, who helped to develop the first nuclear weapons.

Directed, written and co-produced by Christopher Nolan, this historical epic is as far away from “Barbie” as one can get.

Test audiences have left the theater “devastated,” according to Nolan. 

Since “Barbie” and “Oppenheimer” are opening on the same day, the Internet has already done its thing and created “Barbenheimer” mashups, making the case for the most bizarre double feature that even Tom Cruise has endorsed.

Seemingly, Barbie’s marketing department has a sense of humor, too. The movie’s tagline hints that they are in the joke: “If you love Barbie, this movie is for you. If you hate Barbie, this movie is for you.”

Adblock test (Why?)

It's the summer of Barbie — and it can't end fast enough - New York Post
Read More