Date of Award

Spring 2024

Degree Name

Bachelor of Science (BS)

Advisor(s)

Anthony DeFrancesco

Abstract

With the cultural phenomenon of the movie Barbie in 2023, the floodgates of films based on existing toy properties have been opened. Barbie was touted for its aggressive marketing campaign and its subsequent success at the box office, but why did this sensation come to be? Can it be replicated? And how did its marketing play a role in its success? In my research, I will conduct case studies of six theatrical wide-releases where the subject matters of the films are based on existing legacy toy properties1. I will seek to examine the marketing strategies employed by each film and analyze how these marketing strategies connected to the toy’s well-known brand identity. I will analyze the impact of these marketing strategies through established brand marketing frameworks, and I will analyze box office returns in comparison with toy sales to establish the impact of the film’s theatrical release on the toy brand’s business. Final box office figures and toy sales post-film release will provide conclusions on the impact of each film on their toy brand. Through this research, I expect to uncover the importance of authentic brand marketing for films based on beloved brands. As toy brands look to profit off the success of Barbie, I want to establish a marketing framework for companies to honor the brands they seek to adapt on screen. I expect to find a connection between brand authenticity and successful film performance, which would substantiate the importance of brand authenticity in the making and marketing of films based on existing toy properties.

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