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Since July this year, the "pink storm" caused by the live-action movie "Barbie" has swept the world. To this day, even though there is a risk of being removed from the shelves due to infringement, "Barbie" still attracts a large number of cross-border sellers who are trying to profit from the pink craze. The frenzy of "pink storm" swept across major e-commerce platforms With the global popularity of the movie "Barbie", the search volume for Barbie-related search terms such as "Barbie" and "pink" has soared. The Barbie effect led by it has also driven a wave of pink consumption on major e-commerce platforms at home and abroad. According to Noogata data, "Barbie" has been one of the most searched terms on Amazon in the past eight weeks . Related terms such as "Barbie dolls", "Barbie women's clothing", "Barbie women's shirts" and "Barbie Dreamhouse" are on the hot search list. Among them, the search volume of "Barbie Crocs" even increased by 10,000% in July. ▲ The picture comes from Noogata According to the search trends of the Top25w hot search tool, in the past week, the search volume of Barbie-related keywords on Amazon US has indeed soared. Among them, the increase in keywords such as "Barbie" and "pink" is the most obvious, which has led to a surge in the popularity of multiple categories such as clothing, home furnishings, and tools. ▲ The picture comes from the hot search tool
At the same time, Shopify President Harley Finkelstein also recently revealed that the Barbie effect has driven the sales growth of related products on Shopify . In the second quarter of this year, sales of Barbie dolls increased by 56% year-on-year. In addition to new Barbie dolls, sales of antique and collectible Barbie dolls are also increasing. In addition, it was also observed that on e-commerce platforms such as Amazon, eBay and Shopify, cross-border sellers with a keen business sense posted on social platforms that after successfully taking advantage of Barbie's popularity, their product sales skyrocketed and exceeded 1,000 per day. The above data clearly show that as the frenzy of the "pink storm" sweeps the world, the radiation effect surrounding "Barbie" has successfully ignited a number of related categories, injecting vitality into cross-border e-commerce sales. While catching up with the pink consumption craze, many sellers have also gained some inspiration from the joint marketing of "Barbie": the classic old IP brings its own topics, hundreds of brands have a dream linkage, and the visual power of pink firmly grasps the female consumer psychology. This is the key to the movie "Barbie" turning the marketing world upside down, and it is also a marketing direction that many IPs can refer to in the future. Marshal Cohen, chief retail industry consultant at Circana, also pointed out that classic movies are one of the important factors driving the development of the retail industry. The combination of star effect and novel products is stimulating people's purchasing enthusiasm. Some industry insiders also analyzed that with the end of the epidemic and the recovery of the film industry, joint marketing will become more and more popular. Cross-border sellers also need to keep abreast of the platform's popularity trends and observe marketing IPs that may become popular so that they can take advantage of the trend at any time to promote sales growth. However, it is worth noting that although the "Barbie" craze may continue for some time as the movie's reputation and box office continue to grow, the sales risks it carries should not be underestimated. Recently, a large number of sellers have fallen into traps by taking advantage of the popularity of the word "Barbie". A large number of sellers were banned for riding on the popularity of Barbie It is learned that many sellers have reported recently that Barbie-related hot words such as "PINK" and "Barbie" have become the hardest hit areas for infringement complaints, resulting in product removals. According to the official website of the U.S. court, on July 25, the brand owner Ceremony of Roses Acquisition LLC filed a lawsuit for "PINK" trademark infringement. The case number is 23-cv-11661. Currently, 100 stores have been sued for infringement. At the same time, a large number of sellers who use "PINK" as a product keyword also said that Amazon seems to be scanning for the word, and many related listings have been removed from the shelves. It was learned that the word "PINK" was actually registered as a trademark as early as 2000, and the trademark right belongs to a well-known American singer. ▲ The picture comes from Zhiwubuyan Many sellers believe that it is unreasonable for "PINK", a common color word, to be registered as a trademark. Previously, it was reported that common words such as "one" and "100%" were registered as trademarks in multiple categories, causing trouble for many sellers. Fortunately, "PINK" currently has a specific scope of use, mainly in Class 41 entertainment services and Class 09 music recordings, and has no impact on the use of trademarks in other categories. As the pink craze continues, sellers of related products need to pay more attention to preventing infringement while following the trend. In addition, we also learned from the feedback of many sellers that in addition to "PINK", accounts on Amazon that used related words such as "Barbie" and "Barbie" were also censored: “Thanks for the invitation, the listing has been determined to be infringing.” "It's fun to ride on the popularity, but if it infringes on the rights, it will be taken down." It is learned that the copyright of Barbie belongs to Mattel. Unless otherwise provided by laws and regulations, no organization or individual may use the image of Barbie and related names, such as "Barbie", "Barbie", "Barbiecore" and other related words for commercial purposes without the permission of Mattel. Therefore, while pursuing the Barbie effect, if sellers want to sell related products on e-commerce platforms or embed words or use related pictures in listings, they must obtain relevant authorization before they can sell them. Otherwise, they will face the risk of infringement and product removal. Have you sellers also caught up with this pink consumption craze? Welcome to discuss in the comments section~
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