Category
Business
Assisted Conversion
Trend cluster
Category
Dolled
Collaboration
Collaborations with the Barbie brand are revamped in the age of social media.
4.9
Trend score
Trend
What is the Dolled Collaboration trend?
Dolled Collaboration: Branded collaborations with Barbie are on the rise in industries that include everything from cosmetics to engineering. This approach allows companies that collaborate with Barbie an opportunity to directly and explicitly target Millennial and Gen Z demographics.
Insight
The consumer insight behind the Dolled Collaboration trend
Millenials and Gen Z experience an overlap in certain spaces like pop culture. While nostalgia is the primary catalyst for the former, novelty in design catches the attention of the latter. This not only establishes strong demand for given products/services, but it also makes for a niche space where members of these demographics are eager to share their personal experiences with one another--on social media and beyond.
Trend themes
Themes within the Dolled Collaboration trend
Three behaviours holding the trend together01
Nostalgic Collaborations
Brands are collaborating with nostalgic icons like Barbie to target Millennial and Gen Z demographics, providing more opportunities for cross-industry collaborations.
02
STEM Education
Barbie's partnership with Tynker to teach coding skills to girls through Robotics Engineer Barbies demonstrates an opportunity for more education and gender inclusion in STEM-related industries.
03
Ethnic and Inclusive Fashion
The Hayley Elsaesser x Barbie collaboration promotes playfulness, empowerment, and inclusivity with a line of whimsically patterned designs featuring diverse Barbies, revealing an opportunity for more brands to embrace diversity and inclusivity in fashion.
Industry implications
What the Dolled Collaboration trend means for industry
Where the trend changes the playbookFor
Fashion
Branded collaborations with Barbie offer fashion companies the opportunity to present a nostalgic-yet-modern aesthetic to target Millennial and Gen Z demographics.
For
Beauty
Barbie's influence on cosmetics collaborations like GLAMGLOW's SUPERMUD mask and NCLA's vegan and cruelty-free makeup collections offer a chance for beauty brands to promote a youthful and playful brand image.
For
Education
Barbie's Robotics Engineer partnership with Tynker opens up more doors for STEM education and diversity, allowing for more opportunities to engage young girls and women in these industries.
Workshop question
Conceptualize a Barbie-based collaboration that your brand could produce to target Millennials and Gen Z.
Trend signals
Trend signals for Dolled Collaboration
Trend score 4.9 out of 10, from popularity 73%, activity 67%, freshness 9%.
Popularity73%
Activity67%
Freshness9%
Audience
30%Men
70%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
South America
Africa
Evidence
Examples of the Dolled Collaboration trend
6 featured examples from Nov 23, 2017 to Jun 1, 2020CategoryFashion
90s-Inspired Barbie Streetwear Collaborations
Barbie and PUMA Have Collaborated on a Collection
Fashion industry can explore collaborations with iconic brands like Barbie to create unique and nostalgic collections that resonate with consumers.
CategoryFashion
Barbie Face Masks
GLAMGLOW is Introducing Barbie Fans to Its Iconic SUPERMUD Mask
The Barbie x GLAMGLOW collaboration presents an opportunity for beauty and cosmetics companies to collaborate with popular brands and create unique, eye-catching products that res…
CategoryFashion
Whimsically Patterned Fashion
Hayley Elsaesser's New Line is in Collaboration with Barbie
The fashion retail industry could benefit from carrying limited edition collaborative collections to drive sales and bring in new customer segments.
CategoryFashion
Barbie Streetwear Collaborations
Missguided and Barbie Teamed Up for a Second Collaboration
Collaborating with streetwear trends and exploring flexible fashion options presents disruptive innovation opportunities in the fashion industry.
CategoryLife-Stages
Robotics Engineer Barbies
Barbie has Partnered with Tynker to Teach Kids About Coding
The Robotics Engineer Barbies contribute to the education industry by promoting STEM learning and coding skills.
CategoryFashion
Barbie-Inspired Makeup Collections
NCLA released a 90s-inspired Barbie Makeup Collection
The beauty industry is always in search of new and imaginative ways to draw in consumers by tapping into their sense of nostalgia and self-expression.
