birketts – In the pink – what Barbie can teach us about commercialisation of IP

If you have not noticed the resurgence of Barbie in the run up to the new film hitting cinemas last Friday, where have you been? From viral social media campaigns to countless, pink-themed brand collaborations, Barbie is no longer just a toy for the young.

The entertainment/character sector takes the largest “slice of the cake” when it comes to the global licensing industry. Mattel Inc. has invested heavily in their intellectual property portfolio, and they are clearly not afraid to stretch their brand further by strategic tie ups.