Barbiecore Takes Over TikTok As Mattel Gets Ready For Its Close-up

She may be in her 60s, but Barbie has never had more Hollywood clout. With the upcoming July 21 debut of "Barbie," the feature film Mattel and Warner Brothers have made about the legendary fashion doll, her pink-tastic personality is officially viral. Best of all, it’s got just the kind of girl-power tagline you’d expect from a Barbara Millicent Roberts vehicle: “She’s everything. He’s just Ken.”

The second trailer for the film, Mattel’s first-ever live-action feature film, just dropped. And it’s already got more than 18 million views. (The first one has more than 10 million.) And while Barbie (the doll) has 2.4 million Instagram followers, the still-unreleased movie has already  collected hundreds of thousands. Barbiecore is a trending hashtag on TikTok, and it’s also inspiring plenty of Pinterest boards.



And it looks like the movie will have enough wardrobe changes to keep every 8-year-old girl in the world happy. It doesn’t hurt that the film stars Margot Robbie and Ryan Gosling.

While Mattel and Warner Brothers have worked hard to keep the plot of the movie top-secret, the new trailer answers plenty of questions. For one thing, it’s going to be funny -- and maybe even as good as director Greta Gerwig's other films, which include "Lady Bird" and "Little Women."

The trailer reveals other cast members, including Will Farrell as Mattel's chief executive officer, and Helen Mirren as the narrator. People reports Emerald Fennell (“The Crown”) is playing Midge, with Michael Cera (“Arrested Development”) portraying Allan. America Ferrera ("Superstore") has been cast simply as a “human.”

There will be other nonstop versions of Ken, including Kingsley Ben-Adir, Scott Evans, Simu Liu and Ncuti Gatwa. For the many different dimensions of Barbie, fans can also expect to see Dua Lipa, Issa Rae and Kate McKinnon.

The film launch comes following a bit of a dip for Barbie, with Mattel reporting a decline in sales in its most recent quarterly results.

But that follows two years of double-digit growth, including the highest year on record. "We are very confident about Barbie's strength and continued long-term growth," said Ynon Kreiz, Mattel's executive chairman and chief executive officer.

The company expects the film to boost sales throughout the Barbie digital world, including its Netflix properties (short videos like "Barbie's Dreamhouse Adventures") and physical toys. "We expect the movie to drive significant halo for the Barbie brand," added Kreiz.

Next story loading loading..