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Is the Barbie movie a bold step to reinvent and fix past wrongs or a clever ploy to tap a new market?

Written by Lauren Gurrieri, Associate Professor in Marketing, RMIT University

Ryan Gosling (left) and Margot Robbie who play Ken and Barbie in the "Barbie'' movie.Shutterstock

After a months-long marketing blitz, the much-hyped Barbie movie is released this week.

From a Malibu Barbie dreamhouse listed on AirBnB, an AI tool that transforms selfies into Barbie movie posters and multiple Barbie-themed brand collaborations...

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