Small Businesses Want a Piece of Barbie’s World

With the release of the “Barbie” movie, small businesses in the U.S. are leveraging social media marketing to capitalize on the Barbie-inspired trend. Many companies are offering Barbie-themed products, from pink handbags to hot pink cocktails, to attract attention and visibility online. While big companies like Zara and Airbnb have partnered with Mattel for licensed merchandise, smaller brands are using the Barbie hype to target a wide audience, including women in their 30s and 40s who control significant spending and influence.