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Barbie is, without a doubt, the biggest movie this summer. Greta Gerwig's film about Mattel's famous doll and her existential crisis has fans running to the theater (some before or after they watch Oppenheimer). Starring Margot Robbie and Ryan Gosling, the movie (without spoiling too much) is an exploration of the doll's impact on the world, and how Barbie fits into contemporary society. And the film's success is due in no small part to the various brand collaborations and marketing done leading up to the film's release. Makeup brands, video game companies, and more have joined in on the excitement around Barbie. And even now that the film is out, the merch tie-ins are still going.
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