the barbie phenomenon
Is the company’s strategy to ride this trend around the Barbie movie, starring Margot Robbie, has gone beyond the sales floor. On social networks, such as Tik Tok, users share the products that arrive on the sales floor, in addition to their user experience.
“This is enhanced by viralization on social networks: everyone talks about it and people want to be part of the conversation,” says Iván García, creative director of Rojo Colectivo.
Although the trend towards offering these products that have a certain temporality is more marked in the Supercenter format, other brands such as Bodega Aurrera also have an offer related to the film.
Walmart Supercenter detailed in an email that they have more than 100 exclusive doll products, which belong to the Mattel company, which will be available while supplies last. Inventory will be pulled on a staggered basis to ensure availability.
The commitment to licenses
Walmart’s commitment to the sale of licensed products is not new; however, for about 18 months the company chose to give a leading place to all Barbie-related merchandise, which in most stores are now located very close to the entrances to the stores.
Before Barbie, the supermarket chain also sold various products related to other films such as mario brosthe movie, the series The Mandalorian either Hello Kitty.
“We’re following a sequence of always bringing fresh things right now,” Mariano Fiscella, Walmart Supercenter’s vice president of operations, said in an interview in May.
The manager detailed Expansion which, in addition to placing this offer of merchandise more in view of customers, now occupies twice the space. This works to create a wow effect among those who visit the stores.
And in the future, the chain will support this strategy. “The intention is that customers can materialize that expectation of finding something new that excites them,” said Fiscella.