Credit: Inside the MagicAfter suffering through the no-plastic hoax, Mattel partners with some odd brands to create the Warner Bros. sensation to remain the leading global toy company and Barbie movie powerhouse it is.
Mattel, Barbie, and “Life in Plastic”
The classic American girl, Barbie was originally controversial for her multitude of jobs and personas. It inspired a variety of Los Angeles icons like Margot Robbie and kids all over the United States to chase dreams and representations.
After all, plastic as a quality is the ability to be easily formed into different shapes. But this can lead to false idols; or, in this case, false news.
Mattel Making Strategic Changes After Plastic Hoax
Mattel is one of the family entertainment franchises that has a vast universe. That means everything from the Barbie movie to an international presence of dolls and other merch. Barbie Land inspires millions and Mattel is easily one of the most recognizable brands in North America.
Related: Plastic Barbie Isn’t Going Anywhere, Mattel Calls Out Hoax
That said, it does have one issue: literal plastic. It led to a hoax about Barbie doll production and access, but quickly got debunked. However, it did Mattel some damage, and to push the Barbie movie, it chose some odd collaborations.
Mattel Partners With Off-Brand Companies After Hoax
By virtue of participating as one of many family entertainment franchises, Mattel partners with many. From Warner Bros. to Lego to the Barbie Dreamhouse Challenge, it works to create a multi-layered universe.
Some of its older partnerships include Mattel Inc helping children through the Barbie Dream Gap Project. Newer arrangements for the iconic brand follow a different route.
Mattel Partners on Land and in the Sky
The company, Lush is partnering with Mattel to create a line of Barbie products. Lush is a well-known brand and strategic choice, given it’s vegan, eco-friendly, and handmade.
Mattel Partners With Airlines
Another of the new Mattel partners is Spafax, a company that has an in-flight branded Barbie channel. This includes iconic brands like Qatar Airways, British Airways. It also encompasses smaller lines in Iberia and Aer Lingus adding Mattel Inc. and Warner Bros. content in-flight.
These partnerships come as Mattel Inc. suffers the attention a plastic hoax called on their carbon footprint. Lush is known for eco-friendliness, though flights are usually not held in as high an esteem. The ongoing pursuit of strong Mattel partners suggests the Barbie Land universe is here to stay.
Do you think that Barbie’s virtues outweigh the carbon downside? Share your take in the comments below!