Barbie and Gap team up on new collection ahead of blockbuster movie

Was it the stilettos? Barbie is falling into the Gap. The Mattel-owned brand will be the inspiration behind a new collection at the retailer debuting late next month, ahead of the movie inspired by the iconic doll. The Gap x Barbie collection will include clothing and accessories for adults, kids and pets. The collection of tees, skirts, logo hoodies and denim with Barbie branding will be available beginning May 23 and range in price from $24 to $69. Also read: How brand collabs can help marketers Items will be available for purchase in Gap stores, including its e-commerce site, and via Mattel’s own direct-to-consumer selling site, Mattel Creations. The new line is part of a larger collaboration between Gap and Mattel that will incorporate additional brands from the toy giant’s portfolio. For example, Hot Wheels, another Mattel brand, will have its own collection at the retail chain later this year. Gap’s timing couldn’t be better. The Barbie collection will come just weeks ahead of “Barbie,” the movie directed by Greta Gerwig due for release on July 21. Starring Margot Robbie and Ryan Gosling, the film is expected to be one of this year’s most popular blockbusters. A recent trailer had consumers buzzing, and the movie has also already inspired the “Barbiecore” fashion trend in which celebrities adopt the character’s trademark pink aesthetic. Brand collaborations, long a strategy of the marketing community, have become especially lucrative in the current challenged economy. As marketing executives face pressure to control costs, product mashups like the Gap x Barbie collection, attract buzz and earned media at little cost to the brands. Ad Age Breakout Brand Leaders New award honors the people behind emerging brands Enter here The new line could be a helpful boost for the Gap brand, which has struggled in recent years and took heat for another brand partnership, with Ye, last fall before cutting ties with the rapper. In its most recent fourth quarter, Gap Inc. reported a 6% decline in net sales to $4.2 billion compared with the year-earlier period. The retailer’s namesake chain saw a 9% drop in the quarter to $1.1 billion. This is not the first collaboration between Gap and Barbie, however. In the 1990s, during Gap’s heyday, the Barbie doll had her own iconic red hoodie emblazoned with the retailer’s name. A Barbie with a Gap shopping bag is still available for purchase on eBay for $59.99 today.

Barbie and Gap team up on new collection ahead of blockbuster movie

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