NEW YORK, July 23 (Reuters) - It is Barbie’s world, and U.S. small businesses hope their social-media marketing can help them cash in on it. But as Mattel-licensed Barbie marketing and products flood big companies' stores, hotel suites and social media posts, small firms also seek to capitalize on the hype. “Small businesses may look at the Barbie promotions and dream of that kind of budget and mass brand awareness,” said Brianne Fleming, an adjunct marketing instructor at University of Florida. MoonFire, an arts boutique based in Dallas, Texas, hosted a Barbie-themed collaboration in person with ten small businesses selling hot-pink, Barbie-inspired products. So, for small businesses, the strategy is to be a quick follower,” he said.

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Persons: Barbie, “ Barbie, Inditex’s Zara, ”, Brianne Fleming, there's, Iris, Wilglory Tanjong, Kimberly Wagner, Ken, Mica Garbarino, “ Barbie ”, Walker Smith, Smith, “, gatekeepers, Josie Kao, Nick Zieminski Organizations: YORK, Google, Mattel, University of Florida, Monday, Kailyn, Thomson Locations: Malibu, Friday’s, Airbnb, Instagram, New York City, New York, Blue Curacao, grenadine, Dallas , Texas, Soho, Kailyn Rhone