Barbie: The New Spokeswoman for Capitalism | Eastern North Carolina Now

    Publisher's Note: This post appears here courtesy of the John Locke Foundation. The author of this post is Bethany Torstenson.

    Lately, my social media feeds have been full of Barbie-branded memes, AI-generated photos that you can put a picture of yourself and "become an instant Barbie," and pink. Lots and lots of pink.

    The Barbie marketing team has been working overtime to make it feel like we live "in a Barbie world."

    This has only further proved the following:

    Capitalism is alive and well, and Barbie is now a spokeswoman.

    Here are a few thoughts on this marketing masterpiece:

    In a 2015 article titled "Barbie is Dead," CNN declared the end of Barbie's reign. Fast forward eight years, and here we are...movie theaters are throwing "Barbie Blowout Parties" to promote the new movie and plastering Barbie's face on cups, blankets, and popcorn tins.

    It's nearly impossible not to know about this new Barbie movie. It's everywhere. After running to Cold Stone this past weekend to celebrate "National Ice Cream Day, I had to indulge in this said "Barbie capitalism" and test out the exclusive Cold Stone ice cream flavor "All That Glitters is Pink." I regret to inform you that it tasted too much like plastic, if you know what I mean-a true shame.

    Companies are using this opportunity to their advantage. Progressive, an insurance company, is running commercials on purchasing insurance for your dream home, just like "Barbie's Dream House."

    Oh, and the by the way, in a partnership with Airbnb, you can now book a stay at Barbie's real-life Malibu Dream House.


    As we consider the overall definition of capitalism and how "hot" products, here are three examples of how Barbie has become the latest real-life example of capitalism and free enterprise:

    1. Consumerism

    Barbie, with her myriad variations, accessories, and affiliated products, reflects the consumerist aspect of capitalism.

    The frequent release of new Barbie dolls stimulates demand, encouraging consumers to purchase new versions or additions continually. Specifically, in this upcoming new movie, products strictly centered around the film and the leading actors are now in its section of demand.

    2. Innovation and Adaptation

    Over time, Barbie has evolved to represent a broader range of body types, professions, ethnicities, and social roles in response to societal changes and market demands.

    Considering social roles, the upcoming Barbie movie is partnering with a national non-profit organization to focus on female empowerment. Their phrase: "Help Girls Everywhere Achieve Their Dreams," is featured on the film's official website and includes a video of lead actress Margot Robbie asking for donations to help ensure that "all girls have an equal opportunity to achieve success by providing resources that build confidence and help them excel in school."

    This example reflects capitalism's capacity for innovation and adaptation to changing market and societal conditions.

    3. Globalization

    Barbie is a worldwide brand, illustrating the global reach of certain brands and products within capitalism. This global market allows for increased profits and the spreading specific cultural values or images.

    For example, The Barbie Movie focuses on more than just the United States. It will hold a global movie tour with several international cities, including Toronto, Sydney, Seoul, Mexico City, London, and Berlin.

    This a perfect example of Joseph Schumpeter's creative destruction.

    While I am very excited to relive my childhood by seeing this movie on opening night and doing so in full, "Barbie pink," of course, I think I'm more curious to see how this massive marketing ploy pays off at the box office and in the weeks, months, and years to come.

    While most films' main concern is getting people in the theatre, Barbie has difficulty finding seats for consumers to take in the new free enterprise.

    How long will this Barbie craze last? Will another article be published about Barbie being "dead" in the coming years?


    Only time will tell.

    Until then, I will continue to enjoy the effects of "Barbie capitalism" by contributing to it on Thursday night at the movie theatre.