Film buzz struggling to improve Barbie’s relevance: Tracksuit

As ‘Barbie week’ commences with the release of the year’s most anticipated film, which saw the brand paint the globe pink, new data reveals that only 49% of Aussies consider Barbie a relatable brand.

Brand tracking platform Tracksuit instead found consumers see Lego (75%) and Hot Wheels (66%) – two notable toy brands that also have presence in the movie world – more relatable.