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Speaker 1: If you're listening to Will and Woody.

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Speaker 2: Home Growin is back on the ABC and ABC I

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Speaker 2: view tonight. Now, Will you are talking about something tonight

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Speaker 2: which which I have only recently been informed or sort

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Speaker 2: of like come to terms with, how much of a

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Speaker 2: Leviathan this thing is? And that is Barbie. Because obviously

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Speaker 2: there's a brand new Barbie movie coming out, Margo Robbie's

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Speaker 2: in it. It's all the rage and everyone's very excited

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Speaker 2: about it. But I think there's obviously a lot more

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Speaker 2: to Barbie over the years in terms of well, I know,

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Speaker 2: obviously Gruin's about advertising, but I'm sure you guys on

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Speaker 2: grew and going to this in depth, what she's meant

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Speaker 2: to people and what she stands for and all that

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Speaker 2: sort of stuff.

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Speaker 1: One of the biggest and longest lasting brands in the world.

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Speaker 1: I know that Woody did say off air that she's

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Speaker 1: been around a bit too long and then wrap it

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Speaker 1: up that was fea Barbie, right, Yeah, we get the

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Speaker 1: hang of it, mate, everything. When are you gonna move on?

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Speaker 1: So other young dolls can get some space in the

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Speaker 1: merchandized I get a couple of little brats on the

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Speaker 1: ROADIO trying to knock down Barbie. At all Barbie's success,

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Speaker 1: they're going to remember without Barbie, they wouldn't be room

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Speaker 1: for Brats. You know, I'm an incredible brand. And one

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Speaker 1: of the most interesting things to me about the idea

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Speaker 1: that we're talking about Barbie is that this was a

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Speaker 1: brand that ten years ago, twelve years ago, was going

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Speaker 1: out of business. This is the Barbie story. So Barbie

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Speaker 1: was originally a revolutionary doll because dolls were basically babies

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Speaker 1: before Barbie, right, and Barbie was kind of the first

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Speaker 1: adult doll that came along for children, so at the

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Speaker 1: time incredibly revolutionary. Then like she went to space before

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Speaker 1: men went on the moon, like, you know, she had

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Speaker 1: all these different jobs and aspirations, and they actually saw

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Speaker 1: that young people, young women in particular, had broader aspirations

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Speaker 1: because suddenly they were dressing these Barbies and seeing that

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Speaker 1: they could have all these different jobs. So for a

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Speaker 1: while she was a bit of a feminist icon. And

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Speaker 1: then of course we went through the period where her

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Speaker 1: unrealistic body shit and the fact that if Barbie was

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Speaker 1: a real woman, she would like you know, have no

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Speaker 1: kid in over all the time became a big issue

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Speaker 1: around this is not a positive body shape, and so

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Speaker 1: then it was going out of business. So ten twelve

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Speaker 1: years ago they were losing billions of dollars. Barbie was

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Speaker 1: on the nose. So from an advertising point of view,

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Speaker 1: we wanted to work out how Barbie has suddenly become

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Speaker 1: not just one of the biggest brands in the world again,

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Speaker 1: they've just made one hundred million dollar movie about it.

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Speaker 1: There's often about this movie that Mattel have announced they're

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Speaker 1: going to make forty five other movies based on their

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Speaker 1: pre existing goals that they have, yes, including rock em

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Speaker 1: Sockam Robots, the movie, No the movie. These are real

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Speaker 1: ones they've announced.

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Speaker 2: They didn't want to just kick it off at ten.

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Speaker 1: Magic eight ball the movie. So this is how big

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Speaker 1: the brand is now. And it's been adopted, of course

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Speaker 1: by the same people who ten twelve years ago were

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Speaker 1: the ones who were perhaps going to say Barbie was unrealistic.

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Speaker 1: So it's an amazing marketing story. The popularity of Barbie

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Speaker 1: has been coming back gradually, but then now it's like bursts.

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Speaker 1: This is the biggest thing in a very long time.

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Speaker 1: Like Barbie, the doll is sold out pretty much everywhere.

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Speaker 1: The Margo version of the Barbie. There is actually a

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Speaker 1: whole bunch of different other versions of the Barbie available now,

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Speaker 1: but the Margo version is the most popular version. You've

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Speaker 1: got Margo Robbie, literally a living Barbie now walking around,

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Speaker 1: not just promoting this like movie with a movie. You're like,

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Speaker 1: you're promoting just the movie Robbie going to the premierees

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Speaker 1: dressed as so every kid is watching. That's going. I

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Speaker 1: want to have that. I want to see that. I've

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Speaker 1: seen her in real life at a movie premiere. So

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Speaker 1: you've just added this incredible lay of aspiration to something

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Speaker 1: that was already aspirational. People still buying Ken. Look, Ken

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Speaker 1: comes with Barbie. I guess Ken.

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Speaker 2: It's an interesting yet.

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Speaker 3: You know.

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Speaker 1: The thing about Ken is he's got a real sort

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Speaker 1: of like you know, remember Julia Gillard's mysterious partner vibe,

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Speaker 1: the strong, powerful in the background partner that we could

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Speaker 1: never figure out, like sit around talking in men's sheds

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Speaker 1: or whatever men shed somewhere talking.

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Speaker 3: About seems like.

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Speaker 2: But he also looks like he's in touch with his

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Speaker 2: feelings as well. There's exactly what he's doing in a

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Speaker 2: men's shed.

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Speaker 3: A Ken shed, right just invites the non alpha Doles

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Speaker 3: to sit around together, right, well, Barbie, like Barbie needs

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Speaker 3: to be with a more alpha doll.

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Speaker 1: He's honestly, I mean, I reckon optimist prime and Barbie is.

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Speaker 3: Him.

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Speaker 2: More of the boys on the Full Show podcast, All

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Speaker 2: on the iHeartRadio app Oh Get Your podcast