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Everything is pink: The record-setting box office opening of the Barbie movie came with an inescapable wave of Barbie products – from costumes, cosmetics, pens, soft drinks, to a Barbie dreamhouse for rent. As part of an extensive marketing strategy that leverages Barbie's unique brand, Mattel has engaged in over 100 partnerships to celebrate the iconic doll, and make the most of the film's release for them and their partners.