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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
Is the Barbie movie a bold step to reinvent and fix past wrongs or a clever ploy to tap a new market?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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Click Frenzy returns with a free EOFY sale event for retailers this month

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For Midsize Companies, Global Payroll Systems Matter More to Business-Security Than You Think

When a midsize company expands across borders, its payroll operation becomes exponentially more complex. These organisations typically face a new ...