Barbiecore heads to the Gap

Mattel has inked a global deal with the retailer to apparel-ize its IPs, starting with a Barbie range that will drop in time for fans to fill their closets before the doll’s big-screen debut this summer.
April 20, 2023

Mattel is partnering with the Gap to develop and manufacture new softline collections based on its iconic portfolio of toy brands, with blossoming movie star Barbie up first.

An initial wave of Barbie-branded apparel will roll out worldwide in Gap stores and the retailer’s e-commerce site on May 23. The collection features styles for adults and kids, and it also includes pet apparel. In addition, Mattel will cater to the hardcore Barbie fan base with a separate range of additional styles designed for collectors distributed through its DTC platform, Mattel Creations. 

According to the toyco, this partnership is one of its largest softline deals to date. It will ladder up to the live-action Barbie film, which is set to premiere in theaters two months after the apparel collections launch. 

The leadup to the film—which has been building buzz for several years—has sparked a “Barbiecore” trend that began to go viral last fall, featuring fans showcasing their favorite hot pink outfits and accessories on their profiles, taking inspiration from the doll’s ’80s aesthetic. To date, the movement has racked up more than 281 million views on TikTok.

More Mattel-branded apparel collections are planned to launch throughout the year at Gap stores worldwide, with the next drop featuring the toyco’s iconic racing car brand Hot Wheels. 


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