Bloomingdale’s is just one of the retailers and brands trying to tap into Barbie buzz. It has a pop-up with exclusive Barbie-inspired apparel and accessories, along with a life-sized Barbie box where shoppers can strike a pose.
Bloomingdale’s
NEW YORK CITY — In the middle of Manhattan, shoppers can step inside of a life-sized Barbie box, strike a pose by a hot pink slide and browse earrings, dresses and candles inspired by the iconic plastic doll.
The pop-up shop inside Bloomingdale’s flagship store is just one example of how retailers are trying to cash in on the buzz ahead of the Friday release of “Barbie” from Warner Bros.
More than 100 brands, including Bloomingdale’s, Kohl’s, Crocs and Gap, have licensing agreements or other deals with toy maker Mattel to sell Barbie-themed fashion, beauty, accessories and more. Many of those items cater to adults who want to channel childhood memories by donning bright pink heels or lounging on a pool floatie that looks it came out of a Barbie dreamhouse.
Bloomingdale’s has an exclusive collection of Barbie-inspired women’s clothing and accessories for its private label, Aqua. It also hopes to draw shoppers with Barbie-themed window displays on Lexington Ave., special events and complimentary hair styling.
With a splash of hot pink, retailers hope to chase away the summer doldrums and inflation blues. The Barbie merchandise, while hatched months ago in the lead up to the movie, speaks to how retailers have had to work harder and get creative to catch shoppers’ attention and convince them to pay full price. Companies including Bloomingdale’s parent Macy’s, big-box retailer Target and Coach parent Tapestry have warned of weaker sales of discretionary merchandise and big-ticket items in the U.S., as consumers pay more for groceries and spend on services like dining out and traveling.
Plus, millions of Americans have another expense returning this fall: Student loan payments are resuming after a more than three year pandemic-related pause.
Aldo Chief Brand and Product Officer Daianara Grullon Amalfitano said some sparkle and hot pink could help snap shoppers out of a practical, budget-focused mindset.
“This Barbie Aldo collaboration is one of those where maybe that rational thinking just goes out the window and you’re just like, ‘Ah, this makes me feel so happy. So good. I have to have it,'” she said.
About half of Aldo’s Barbie collection sold out in the first week. The company said it’s working on replenishing inventory for the limited-edition collection, which includes 19 items from crossbody bags to pumps.
About half of Aldo’s 317 North American stores carry the line, along with its website. The Aldo products are also available at select Macy’s stores and on Macy’s website.
Aldo has a collection of Barbie shoes and handbags. Some of the items, such as its Barbie platform sandals, sold out within 24 hours, the company said.
Aldo
Macy’s higher-end department store, Bloomingdale’s, carries the…