Barbie, the iconic fashion doll created by Mattel, has captivated the hearts of millions of children for over six decades. Throughout her history, Barbie has evolved to reflect changing societal norms and aspirations. From being a glimmer of hope in a world that would only allow women to be parents… to a blockbuster that made people cry in the movie theatres of the whole world.
In recent years, Barbie has embraced the digital world, taking her first steps into the realm of NFTs (Non-Fungible Tokens) and Web3. And although lately, lots of people have been talking about how NFTs are dead, Barbie is proof that they are quite the opposite… you’ve just been using them wrong.
Barbie Goes Digital and Enters the Metaverse: Collaborations and NFTs
In 2022, Barbie embraced the digital age and ventured into the metaverse. One of her notable collaborations was with French fashion house Balmain, where they released a collection of Barbie NFTs (Non-Fungible Tokens). The collaboration showcased Barbie’s iconic style and allowed fans to own digital representations of limited-edition Barbie dolls.
This collaboration was so impactful that some magazines went so far as to describe it as “precedent-setting”.
Building on the success of the Balmain collaboration, Barbie partnered with women-led Web3 media and entertainment brand Boss Beauties to launch virtual collectibles celebrating Barbie’s illustrious career. The Boss Beauties x Barbie NFT collection featured various versions of Barbie, including CEOs, game developers, astronauts, and doctors, inspiring girls and women to pursue their dreams and challenge gender stereotypes.
The Boss Beauties x Barbie NFT Collection: Empowering Women in Web3
As we’ve already seen, this collection wasn’t the first time that Barbie landed on Web3, but it was perhaps the most relevant. The Boxx Beauties x Barbie NFT collection was part of Barbie’s movie marketing strategy to both draw attention to the movie and as means of positioning Barbie’s brand as one that is 100% on the side of women. All women. And it was a smashing success. Launched on May 10th, 2023, the collection sold out immediately. The reason? Both the values behind the collection and its price point.
In fact, the Boss Beauties x Barbie NFT collection aimed to empower women and girls by displaying Barbies of all skin tones and ethnicities – going so far as to represent women with vitiligo! – making Web3 more accessible and inclusive. Priced at an affordable $25 per pack, the collection simplified the entry of women into Web3 by both providing NFTs with a design thought for women and removing barriers to participation that may have blocked people on the fence. A higher price point would have doubtlessly scared away first-time buyers. But what did the NFTs look like?
The images featured Barbie in empowering career roles, showcasing the limitless possibilities available to women in various professions.
To further their mission of empowering women, Barbie and Boss Beauties jointly announced a $250,000 donation to the Barbie Dream Gap Project and the Boss Beauties Foundation. Both companies aim to minimize the gap separating young women from their dream careers by demolishing the obstacles women face in the workplace. So, here’s to supporting the next generation of women in Web3 and bridging the gender gap in technology.
The Impact on the Brand of Barbie’s Digital Transformation
We’ve already talked about how branding is the #1 reason we know Stan Lee better than other Marvel creators… and you know that here at GLC we treat NFTs first and foremost as marketing and branding tools…
Barbie’s team is certainly on the same page: By embracing NFTs and Web3, Barbie has expanded her reach and engaged with a new generation of fans. The collaborations with brands like Balmain and Boss Beauties have not only showcased Barbie’s versatility but also demonstrated the power of collaboration, drawing the interest of many other brands in the digital space. And what would be the product of those collabs? Free publicity that you don’t have to pay for and, in fact, generates revenue.
Barbie’s digital initiatives have opened doors for women in Web3, encouraging them to explore new opportunities and challenge traditional gender roles. The affordable pricing of the NFT collection and the emphasis on inclusivity have made Web3 more accessible to women, fostering a sense of belonging and empowerment.
Looking Towards the Future: Barbie’s Continued Digital Journey
Barbie’s digital journey is far from over. With the success of the NFT collaborations, we can expect to see more exciting ventures in the metaverse. And you can bet we will keep you updated, so don’t forget to follow us on Instagram if you don’t want to miss Barbie’s next NFT collection.
As Barbie continues to evolve, her message of empowerment and inclusivity will remain at the forefront. Mattel’s commitment to diversity and representation will continue to shape Barbie’s future, ensuring that she remains a source of inspiration for future generations.
