Published On: August 8, 2023
Barbie Film Partnerships Boost Media Value for Brands
“Barbie” film partnerships generated a media bonanza for brands including Fossil, Superga and Cotton On, according to new research set to be published Tuesday by WeArisma, the data analytics company that measures the marketing power of online influencers and celebrities.”
WeArisma CEO, Jenny Tsai on Barbie’s collaborations with fashion brands and influencers:
The collaborations, and subsequent influencer and celebrity promotion deals “demonstrate just how powerful co-creation and partnerships can be if they are executed well; and across the right social media channels, and if both parties are aligned when it comes to their shared communities. It also highlights just how important it is for brands to work with the right influencers if they want to maximize the awareness of their Barbie collaborations across joint communities.” The “huge rise in media value indicates how Barbie-inspired partnerships have resonated on social media channels, no doubt driven by authentic interactions from the brands, influencers and their Gen Z and Millennial followers.”
“WeArisma analyzed Barbie-related content for 14 brands that collaborated with the “Barbie” film and then brought influencers on board to promote the merchandise..”
Find out who the other notable fashion brands are and how much media value these partnerships contributed.
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Cannes Lions has always been where the industry takes stock, not just of the work, but of where the money is going and why. This year, creator marketing will be front and centre. Not because it’s new, but because the ground underneath it is shifting in ways that are forcing brands to fundamentally rethink how they plan, measure and value creator partnerships.Â
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The top 100 media and entertainment brands across video streaming, audio streaming, and content creation generated $63.4B in total Earned Media Value in 2025, up +7.0% YoY. Growth is uneven across sub-sectors, video streaming surged while audio streaming declined sharply, platform dynamics are shifting fast, and a handful of breakout brands are rewriting what influence looks like in entertainment.
TikTok grew +70.2% YoY and is rapidly closing the gap on YouTube as the dominant entertainment influence platform. YouTube remains #1 at $32.6B but declined -11.3%, while Instagram grew +4.4% to $13.3B. Facebook nearly doubled to $7.3B (+98.9%), making media and entertainment one of the few categories where four platforms are genuinely competing for share.
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