LOS ANGELES - Hollywood A-listers have been walking red carpets in hot pink, glitter is back, and companies from The Gap to Burger King are doing rose-colored collaborations: "Barbie" mania is everywhere as the hotly-anticipated film hits theatres worldwide.
Toy maker Mattel, who first unveiled the iconic doll in 1959, has reached about 100 licensing agreements for everything from roller skates to toothbrushes in connection to director Greta Gerwig's summer flick.
Of course, Barbie is big in the beauty world too -- lipsticks, blushes and mirrors all bear the famous logo.
"In the 30 years that I have been tracking and analysing box offices and trends, I've never quite seen anything like this before," said Paul Dergarabedian, a senior media analyst at Comscore.
"Barbie is tailor-made for marketing," he said. "It's perfect because Barbie is a toy, it's already a product, and beyond that, it's a lifestyle and a color."
The movie, which stars Margot Robbie as Barbie and Ryan Gosling as boyfriend Ken, has been hyped as one of the biggest blockbusters of the season, with numerous premieres held around the globe ahead of Friday's debut in US theatres.
Of course, that promotion blitz has been curtailed at the 11th hour, with Hollywood actors now on strike over pay and other conditions.
But the list of corporate partners is sure to keep the buzz going.
Robbie has embraced Barbiecore fashion at premieres around the world, recreating some of the doll's most iconic looks, but the Barbie lifestyle trend is also full steam ahead.
The film is opening in parallel with another big Hollywood entry, the Christopher Nolan-directed "Oppenheimer," a biopic about the father of the atomic bomb.
The unlikely face-off between the dark historical thriller and a fuchsia-tinted romp about a doll has created online buzz about a phenomenon dubbed "Barbenheimer."
Dergarabedian said the coincidental timing of the openings had contributed to "unprecedented" fodder about the films on social media and beyond.
Both movies are opening on the heels of another big-screen blockbuster, "Mission: Impossible -- Dead Reckoning Part One," which led the domestic box office last weekend.
A starry soundtrack includes tracks from Dua Lipa (who also appears in the film), Lizzo, and Nicki Minaj and Ice Spice, who recorded a cover of "Barbie Girl," a 1997 hit by Danish-Norwegian band Aqua.
The original recording actually prompted a lengthy but unsuccessful trademark lawsuit by Mattel. The company subsequently embraced the song.
The movie's arrival has also not been without controversy.
Barbie has been banned in Vietnam over a scene with a fictitious world map criticized for allegedly showing China's claims in the disputed South China Sea.
The Philippines allowed the film to be shown -- but asked that the map be blurred.