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Barbie, Licensing, and Lessons for Your Business
Who would have thought that a doll with impossibly arched feet could teach us so much about licensing and intellectual property?
From career-driven astronaut to fashion icon to social media star, Barbie is more than a doll—she’s a masterclass in branding and licensing strategy.
We wrote this blog because for those of us navigating the intricate world of intellectual property, there’s plenty to learn from Mattel’s Barbie.
Licensing Like a Pro
Mattel, Barbie’s powerhouse parent company, is no stranger to turning intellectual property into a global phenomenon. Barbie isn’t just a doll; she’s a lifestyle, and licensing deals have made her the queen of cross-industry collaboration.
From Xbox controllers to Barbie-pink Crocs and even a Monopoly board (yes, it’s a thing), Mattel knows how to squeeze every drop of value from its IP while protecting it fiercely.
While the famous Barbie-pink colour is not registered as a trade mark in the USA, Mattel goes to great effort to ensure that it uses the right shade of pink in its marketing.
At Sharon Givoni Consulting, we’ve worked with businesses to protect their IP with the same precision.
While we can’t promise to trade mark your favourite shade of pink, we can help you navigate the complex landscape of intellectual property rights to protect your brand, products, and ideas.
Protecting What’s Yours
Barbie has faced her fair share of battles to safeguard her brand. In one legal showdown, Mattel successfully challenged the use of “Barbie” by an adult entertainment website. The lesson? Owning your IP is one thing—actively defending it is another.
Whether it’s licensing a product, managing trade marks, or addressing IP disputes, ensuring your intellectual property is protected takes consistent effort. It’s not just about having the paperwork in place; it’s about keeping an eagle eye on how others might misuse your brand.
If you think your brand’s identity is under threat, don’t wait for the problem to escalate. We can assist with trade mark registrations, drafting licensing agreements, or taking action against unauthorised use of your IP.
Fun Meets Functionality
While Barbie’s licensing portfolio is packed with unexpected collaborations (Barbie toothpaste, anyone?), each deal aligns with her brand. Mattel’s licensing team is as much about creativity as it is about strategy, ensuring every product reflects Barbie’s ethos of fun and inclusivity.
This level of coherence is critical when developing your licensing strategy. Every partnership should enhance your brand, not dilute it. Whether you’re licensing products or building a franchise, we can help you structure agreements that are mutually beneficial and keep your brand’s identity intact.
How We Can Help
Here at Sharon Givoni Consulting, we help clients turn their creative ideas into tangible assets.
From registering trade marks and drafting licensing agreements to resolving disputes, we ensure your intellectual property works for you, not against you. Licensing isn’t just for big brands like Barbie—if you’ve got a unique product, design, or idea, we can help you navigate the process and maximise your business potential.
Fun Facts About Licensing
Because no blog about Barbie would be complete without some fun facts, here we go:
- Barbie has had over 200 careers, and every single one is licensed.
- Mattel once partnered with National Geographic to create Wildlife Conservationist Barbie.
- “Barbie pink” is an officially protected colour in the USA.
- The Barbie movie’s marketing campaign included Barbie-pink Burger King sauce.
- In Japan, Barbie became “Licca-chan,” adapted for local tastes.
- Barbie-branded toothpaste exists (because why not?).
- Mattel even licensed Barbie for pool floats with the company Funboy.
- The first Xbox Barbie-themed product launched with the Forza Horizon 5 game.
- In the 1970s, Mexico created a unique Barbie friend, Valerie.
- Mattel is working on a Barbie mobile game with Zynga and Rollic.
Ready to Take Action?
Protecting your intellectual property isn’t child’s play, but it doesn’t have to be overwhelming. Contact us at Sharon Givoni Consulting to learn how we can help you build and protect your brand.
Useful Links
Let’s make sure your brand stands tall—just like Barbie, in her timeless pink stilettos.
Please note the above article is general in nature and does not constitute legal advice.
Please email us info@iplegal.com.au if you need legal advice about your brand or another legal matter in this area generally.