“With “Balmain” being a client, a project is assumed to be taking the same ecological strategy that the 2023 “Barbie” movie is taking, explained in further detail below. Before millennials were born, the law did not just prevent the encouragement of hazardous activity for children to be involved in, but it also prohibited advertisements targeting this generation. This media targeted consumers at such a young age, indoctring them before they had the capacity to understand how they have been told to purchase the product advertised.
Around this time, it was legalised for most products, but still forbode those that sent the children addressed in the advertising material, which held to possibly cause damage to the mental and physical health of children. For more discreet adverts, that are just trying to sell stock, they recommend the parents buy as a gift for the child, along with vicariously telling the child to ask for permission or basically, let their parents know they desire it.
The first Barbie doll was introduced in 1959, but as time progressed, the toy has changed in popularity. With the acceleration of technology, toys are now moot, so Matel and Hasbro have had to alter their corporate governance, along with their central product. “Barbie” was then introduced, and with this introduction, it subconsciously made the female “model” for millennial women, teaching girls how a woman, or Barbies, should be. From how the ideal figure should have dimensions, long legs, tiny waist, enormous breasts, and blonde hair.
Then feminism happened, where there was an increase in gender equality. More women had higher paid jobs and more impressive education. This is exemplified in the “Barbie” movie, where in “Barbie land” there is an increase in female empowerment. In this film, Barbie explores the “real world”, and you see how different, current gender equality has evolved to how it was idealised when millennials played with Barbies. This film really reflects the message of how genders have become more equal than how it was idealised when the time millennials were born. One thing to note is with the advancement of technology, toys have become moot. So Matel have branched out into other, more applicable media, targeting those millennials who were brought up with Barbies, and are now interested in other media, like going to the cinema, or even spending their money on high fashion.
A consultancy has recently released a project which links “Pokémon” to the high fashion brand, “Balmain”, in bonnected brand building and advertisement.
Comparing this film to this “Balmain” project, one can decipher how it follows the same ecological theory, which will be seen in many industries. As teenagers who are now the target market of high fashion, this generation joined the Pokémon hype when Pokémon were popular. So linking the two; Balmain, which millennials can now afford, and who have the subconscious appeal of Pokémon, will create a nostalgic attraction, enhancing the appeal of this brand.”
