NEW YORK - 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. Anima Iris, an online retailer based in New York City that sells handmade purses, on Monday launched a 30% off sale for all its pink handbags with Instagram captions including “We’re all about that Barbie Life” and “Hi #barbie. What are you wearing to the #barbiemovie premiere?”
Swag Pup Co, a pet retailer, promoted its Barbie and Ken-themed bandanas for dogs on social media. Owner Mica Garbarino said a "vintage" black-and-white pup outfit sold out within the first few days—faster than her typical pup apparel. J. Walker Smith, a consultant at research firm Kantar, said that no matter the size of company, it is important to be on-trend and getting behind the Barbie momentum “is a very good idea.”