Mattel's "Barbie" movie is taking the world by storm, appearing everywhere from Times Square advertising to brand collaborations. Marcus Collins, University of Michigan Ross School of Business Marketing Professor, joins Yahoo Finance Live to discuss the marketing phenomena surrounding the doll-inspired film, commenting on the cultural presence it has taken on and how well it will draw in moviegoers.

Video Transcript

- Hey, Barbie, can I come to your house tonight?

- Sure. I don't have anything big planned, just a giant blowout party with all the Barbies and plan choreography and a bespoke song. You should stop by.

- So cool.

(SINGING) You can find me under the lights, diamonds under my eyes.

- This is the best day ever.

- It is the best day ever. So is yesterday, and so is tomorrow and every day from now till forever. You guys ever think about dying?

- Mattel's hotly anticipated Barbie movie comes out in two weeks, and the hype around it, well, it couldn't be more real. The movie has an estimated $100 million budget, according to Variety, and is tracking for an estimated $70 million plus opening. Well, the excitement started over a year ago, with Mattel's release of this image right here of Margot Robbie as Barbie.

And from there, well, fans certainly got lost in the pink glittery Barbie world. 2022 was the year of Barbie core a fashion trend, spotted on Valentino's runway in the fall and also embraced by a number of celebrities including Lizzo, Anne Hathaway, and Zendaya. Well, hashtag, #barbiecore has over 420 million views on TikTok, and the marketing is everywhere.

Mattel released a line of Margot Robbie Barbie dolls. And as apparel collabs with GAP, Forever 21, and Hot Topic, Bloomingdale's is doing a Barbie-themed pop-up shop. Well, that is not all a luggage collaboration, custom Xbox controllers, a makeup collection, Uno Cards, and Aldo shoes.

Progressive, getting in on the fun with a commercial about ensuring Barbie's dreamhouse. And Barbie's house is even up for rent on AirBnb. Well, we decided to get out on the streets in New York City and see what people think of the movie's marketing techniques.