The Power of Brands: How Barbie Surpassed Super Mario at the Box Office

The Clash of Entertainment IP Titans!

In a surprising turn of events, the Barbie movie has managed to surpass The Super Mario Bros. Movie to claim the title of the #1 movie of the year at the worldwide box office. This unexpected achievement might seem pretty straightforward and predictable, but the real truth lies in understanding the undeniable power of brands.

The Role of Brands

Brands wield a remarkable influence that goes far beyond a mere logo or tagline. They possess an innate ability to captivate and engender trust among people. The impact of brands is evident from the very beginning of any marketing endeavor – they facilitate that crucial initial step of grabbing attention. Having been established over years or even decades, brands grant marketers the creative freedom to present products in novel and imaginative ways, capitalizing on the familiarity that consumers have developed.

Credibility and Emotional Connection

Credibility is a hallmark of strong brands, but their true strength lies in their capacity to establish deep emotional connections. This is something that products lacking a historical background often struggle to achieve. While this is not to imply that new products are destined for failure, the journey to success is undoubtedly smoother for established and recognizable brands. So, how did one anticipate Barbie’s rise to the top? The answer lies in the fact that Barbie is one of the highest-grossing entertainment intellectual properties in history.

The Numbers Speak

While countless articles present varying figures, one resource stands out for its clarity. The list of the Top 25 highest-grossing media franchises of all time, available at, underscores the significance of well-established brands. Remarkably, Pokémon holds the top spot, while Super Mario claims the 8th position, and Barbie secures the 16th spot. These rankings position these brands above iconic franchises such as Transformers, James Bond, and Lord of the Rings.

Navigating Expectations

Of course, collaborating with established brands comes with a set of expectations from their loyal fanbase. Yet, it is undeniably easier to secure their support. This is precisely why we are witnessing an influx of content, including movies, TV shows, video games, and merchandise, centered around well-known brands. This trend was essentially guaranteed following the triumph of The Last of Us TV show, The Super Mario Bros. Movie, and the recent success of the Barbie movie.

Seizing Opportunities

If you ever find yourself presented with the chance to collaborate with renowned brands, it is an opportunity worth embracing. Such collaborations are not only rewarding but also appreciated by your marketing team. The power of brands cannot be overstated; it has the ability to shape markets, inspire loyalty, and, as seen in the case of Barbie, even rewrite box office records.


In the ever-evolving landscape of entertainment and marketing, brands remain a steadfast force to reckon with. Their influence extends beyond aesthetics, encompassing trust, emotion, and history. The success of the Barbie movie serves as a testament to the enduring power of brands, reminding us of their ability to captivate audiences and surpass expectations. As we move forward, collaborations with established brands are poised to become even more integral to the fabric of the entertainment industry.