Greta Gerwig’s Barbie film has ignited Barbiemania, with major fashion brands launching themed collections. Our analytics reveal Boohoo’s media value of $26.3M, including $1.9M from Barbie content, and Crocs’ $69.3M total, with $1.2M from its Barbie collaboration. Read the full article here.
Published On: July 28, 2023
Barbie Film Sparks Media Value Surge for Brands
Greta Gerwig’s Barbie film “has driven brands, retailers and consumers across the nation into a state of Barbiemania”, with major fashion brands releasing their own Barbie-themed collections.
Using our analytics platform we took a look at the success of these brands’ influencer collaborations in driving brand media value.
“Boohoo’s media value from 1 March to 19 July was $26.3m (£21.9m), with $1.9m (£1.5m) of that being made up of content relating to their Barbie collection, released on 29 June.
Crocs’ global media value from 1 March to 19 July was $69.3m (£54m), with $1.2M (£904,000) of that being made up of content relating to its Barbie x Crocs collection, which was announced on 11th July in the US.”
Read the full article here.
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