Of all the threads of the endless “Barbie” discourse, the sheer marketing power behind the Greta Gerwig film — which broke records with its $155 million domestic debut in it’s opening weekend (the biggest ever for one helmed by a female director) — is one that has fascinated many.
As Fashionista reports, beyond the pre-WGA and SAG-AFTRA strike promotional appearances from the star-studded cast, there were countless “Barbie” product collaborations (across categories, from tech to fashion and beauty), experiences, teasers and commercials that, by some Hollywood estimates, cost Warner Bros. and Mattel about $150 million. A day hasn’t gone by where consumers weren’t bombarded with something pink — a phenomenon that’s going on over two years, beginning with the viral “Barbiecore” trend that was propelled by PP Pink and other runway endorsements.
But there’s at least one product placement whose popularity caught many by surprise. At one point late in the film, Ryan Gosling’s Ken appears on screen wearing a hoodie bearing a phrase he teased on the red carpet: “I am Kenough.”
Of course, given Mattel’s involvement in the project, the company wasn’t going to let another money-making opportunity pass them by. So, on the Monday post-opening weekend, as part of an edit of “Barbie” movie-themed products — which includes dolls modeled after the characters and merch emblazoned with stills from the film — it opened up a pre-order for the tie-dyed “I am Kenough” hoodie featured in the film. It retails for $60, and is available in sizes small through XXXL.
But that’s not “Kenough,” oh no. Additional “Kenough” merch includes a blue hoodie ($50), a plain T-shirt ($30), a tie-dye T-shirt ($50), a baseball cap ($30) and a mug ($15).
You can see, and order all the “I Am Kenough” merch at the Mattel website. And while you’re there, check out the President Barbie modeled after Issa Rae’s character, and a mystery item coming soon, whose outline looks suspiciously, uh, “Weird.”
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