"Barbie" isn't just the biggest ticket of the summer, it's also the hottest merch money can buy.
Since its creation in 1959, the Barbie brand has had countless partnerships and licensing arrangements with brands in related industries.
"When you're an icon, everyone is familiar with you instinctively," Quint tells Make It.
"Add on the marketing push that you get with a Hollywood film, and you've got the explosion of attention, content and partnership around the movie."
The boutique cinema chain Alamo Drafthouse is leaning into the Barbie hype, launching its first-ever tie-in merchandise collection alongside the film.
Persons:
isn't, it's, Margo Robbie, Matthew Quint, Quint, you've, Barbie, they'll
Organizations:
Malibu, Columbia Business School, Alamo