When the movie ‘Barbie’ came out in July of 2023, it had gained a lot of success. Even before, the movie screened its première, everyone was already talking about it and waiting impatiently to go see it. This was due to its well thought-through marketing campaign based on audience engagement (La Porte & Cavusoglu, 2023). As such, the campaign was based on a multifaceted approach with as primary goal to establish enduring and meaningful connections with a diverse range of audiences (La Porte & Cavusoglu, 2023). When the movie finally came out, it immediately gained huge success “grossing over $1 billion at the global box office” (Lubis, et al., 2024, p.27).
The first live-action Barbie movie is set in Barbieland, “a vibrant and harmonious matriarchal society where Barbie dolls lead fulfilling lives” (Lubis, et al., 2024, p.28). The movie follows ‘stereotypical Barbie’, played by Margot Robbie, who is content with her worry-less life until she faces several worrisome occurrences that interfere with her care-free life, such as thoughts of death, flat feet, and cellulite (Gerwig, 2023). As such, Barbie goes to ‘Crazy Barbie’ who tells her that there seems to be a glitch between the Barbieworld and the Real World as her owner struggles. When Barbie decides to travel to the Real World, she undergoes a significant transformation as it introduces her to both the pleasures and difficulties of human existence (Gerwig, 2023).
Always along Stereotypical Barbie’s side is her companion ‘Beach Ken’ (Gerwig, 2023). The movie illustrates how Ken tries to win over Stereotypical Barbie’s non-reciprocal feelings of affection. Following her around everywhere, he of course joins Barbie’s adventure to the Real World. Yet, Ken’s experience is very different from Barbie’s as he encounters the concept of patriarchy, prompting him to initiate significant changes in Barbieland. At his return, he tells all the other Kens, renames Barbieland as "Kendom”, and disrupts the existing matriarchal order by introducing patriarchal principles. As such, the Kens assume control, with Beach Ken as their leader and Stereotypical Barbie's Dreamhouse is renamed "Ken's Mojo Dojo Casa House." Upon Barbie’s return, she is shocked to see that her world turned around and that the Barbies are now serving the Kens. In case you have not seen the movie yet, we do not want to spoil the whole story here. Therefore, we leave you with the question whether Barbie will be able to save Barbieland.