It is Barbie’s world, and U.S. small businesses hope their social-media marketing can help them cash in on it.
iconic doll brand partnered with big companies including Inditex’s Zara, Airbnb and Google to launch licensed merchandise and products.
Once the firm saw the excitement around the Barbie movie, it wanted to jump on the opportunity, owner Wilglory Tanjong said. The firm's post, which features Tanjong using a voiceover from the Barbie movie, is one of the brand's most-viewed and most liked videos on TikTok. 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.pink-themed trend
“Small businesses are never in a position to create big mega-trends – very large businesses can do that. So, for small businesses, the strategy is to be a quick follower,” he said.
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