It was inevitable, going by the general rules of the universe, that Barbie would see a resurgence. But not even the most smitten champions of the slender, high-heeled doll could have predicted the maniacal proportions it has taken. Barbie fever is so high that not only are people around the world wearing pink to go watch the movie, but everything from food to political memes and messages are awash with it. No longer is Barbie a doll for little girls to project their fantasies on; the blonde bombshell has now gone mainstream.
The movie grossed $337 million its first weekend, making it the most successful cinematic enterprise of 2023 and its first-time director Greta Gerwig now has the honour of the biggest debut of a woman director. Part of it is the result of an efficient marketing campaign (reportedly $150 million), which pitched the doll and her story as a feminist polemic, but a lot of it has to do with the times we live in. For there is no better time to be Barbie-core than the Instagram age. It is, as the kids call it, a great collab: Barbie x Insta.
