Considering the success that the live-action Barbie doll had in 2023,
combined with the lack of academic studies on this topic, research is carried out on
the Barbie phenomenon, in order to analyze the main marketing strategies of the film
“Barbie” and its influence on the young university public in Manaus. To this end, it is
necessary to investigate Barbie's transformation over the years and the impact of this
process on Mattel's sales, highlight the manifestations of nostalgic marketing and
co-branding used in promoting the film, understand the role of social networks in
customer engagement film and identify how these marketing strategies affected the
perceptions, attitudes and behaviors of young university students in the city of
Manaus. An applied research is then carried out, with an exploratory and descriptive
objective, with a qualitative approach, using a case study, bibliographic and
documentary research, in addition to an online questionnaire. Given this, it appears
that nostalgic marketing shows a positive result by affecting the perceptions of the
studied public and co-branding does not perform well, which is noticeable due to the
low adherence to licensed products. Furthermore, it is noteworthy that, in Manaus,
the female audience is the biggest consumer of the film and the clothing sector is the
most adept of the Barbie phenomenon, which requires the observation that this
phenomenon had its due relevance and influence under the young university
audience in Manaus supported by marketing strategies aimed at this target audience.
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