By Allison Watkinson
TLL Reporter
NYX Professional Makeup has launched a limited-edition makeup collection for Barbie the Movie in partnership with Warner Bros. Pictures and Mattel.
NYX Professional Makeup is an international cosmetics brand that creates affordable, professional quality makeup and beauty products. The brand distributes its products in more than 70 countries around the world through ecommerce platforms, specialty stores, digital retailers, freestanding shops, and the official NYX Cosmetics website.
NYX has developed an extensive global marketing campaign for the licensed Barbie collection that includes activations with online influencers, a diversity focused advertising campaign, and a social impact initiative to raise funds for Save The Children.
“As a beauty brand rooted in entertainment, we’re thrilled to partner with an iconic studio like Warner Bros. on the new movie Barbie,” said NYX president, Yann Joffredo. “The themes of empowerment and embracing inner beauty in the movie align deeply with our core values of advocating for self-expression and exploring your boldest potential. The new movie release has sparked so much nostalgia among its fans throughout the world and we’re excited to play a role in building upon this momentum even more!”
The limited-edition Barbie makeup collection features two mini eyeshadow palettes with a mini Butter Gloss keychain attachment, a mini cheek palette that includes two blushes and a highlighter, two new Jumbo Eye Pencil colors, Jumbo Lashes laced with Barbie pink, two Smooth Whip Matte Lip Creams, a Barbie pink Butter Gloss and a flip-phone shaped mirror compact.
The upcoming live-action Barbie movie is based on Mattel’s Barbie doll toy brand and multimedia entertainment franchise.
Directed by Greta Gerwig, the Barbie movie follows Barbie and Ken as they go on a journey to the real world after being exiled from the self-proclaimed utopia, Barbie Land.
The film will be distributed worldwide by Warner Bros. Pictures and was produced by Heyday Films, LuckyChap Entertainment, NG/BB Pictures, and Mattel Films.
To further celebrate the release of the film, NYX Professional Makeup is working with Warner Bros. Discovery, Mattel Philanthropy, and the Barbie Dream Gap Project to raise awareness for the global humanitarian organization, Save the Children.
The co-branded social impact initiative for Save The Children includes a custom Save the Children and Barbie Instagram filter designed to raise funds and awareness for the nonprofit organization’s education initiatives. From July 10 through July 28, 2023, NYX Professional Makeup will donate a dollar to Save The Children for the first 25,000 times that the filter is shared on Instagram.
The NYX Professional Makeup x Barbie The Movie collection is available for purchase at nyxcosmetics.com, ULTA Beauty stores, and numerous other retailers across the globe.
It’s also worth noting that this latest deal with NYX is part of a much wider licensing onslaught undertaken by Mattel in connection with the Barbie film.
According to a post by Richard Gottlieb at Global Toy News, Mattel is pulling out all the stops in generating interest and excitement around the new Barbie movie.
A major aspect of the campaign has been the signing of licensing deals with a huge list of partner companies. Mattel has stated there would be roughly 100 tie-ins to the Barbie film, and Global Toy News tracked down several of them.
Barbie Brings Her Summer Beach Party to Stumble Guys With New Barbie Dream Dash Level
Barbie has also launched a partnership with game developers Scopely for their Stumble Guys! franchise.
Starting in July, the brand-new Barbie Dream Dash level has been added to the Stumble Guys experience, as competitors run through colorful, vibrant obstacle courses.
In this latest addition to the highly social battle royale game, Stumblers will find a dazzling beach party where Barbies are soaking up the sun by the pool. Players will dash through many twists and turns in pursuit of Barbie’s favorite items, reflecting her varied professions and passions over the years. Barbie will also enchant players with new emotes, animations, footsteps, and five new mesmerizing Stumblers.
“The Stumble Guys team loves surprising our players with new and unexpected experiences. After our successful integration of Hot Wheels with Mattel, we couldn’t pass up the opportunity to work with one of the most iconic brands in toys and entertainment, Barbie,” said Jamie Berger, Senior Vice President of Marketing at Scopely. “In our newest collaboration, Barbie introduces a new realm of characters, humor, and imagination that will transport ‘Stumble Guys’ players to a competitive Barbie-themed world that they may not want to leave.”
You can check out the new Barbie level in Stumble Guys on iOS, Android and Steam.
These announcements are just the latest in a broad licensing onslaught connected to the Barbie film from Mattel and Warner Bros.
According to a story in Global Toy News the Barbie team intends to sign up with 100 partners for the film’s licensing campaign, and dozens are already onboard.
They include: Airbnb, Aldo, Alex+Ani, Amazon, Aqua at Bloomingdales, BEIS, Chi, Croc, Forever 21, Funboy, Funko, Glasshouse Fragrances, Homesick, Hot Topic, Hot Wheels, Impala Skates, Loungefly, MeUndies, Melissa/Grendene, Microsoft X Box, Moon Oral Care, Nick’s Ice Cream, NYX, Neiman Marcus, Old Navy, OPI, Pinkberry, Primark, Proper Sweet Popcorn, Progressive, Stoney Clover Lane, Spirit Halloween, Superga, Tangle Teezer, The Gap, Truly, and Ulta Beauty.