Mexico: where Barbie earns, invoices and exports

By Barbara Anderson

When Ryan Gosling set foot in Mexico City's Parque Toreo Central on July 6, he said without hesitation: "Mexico has already won.

With the aisles and all levels of the mall flooded with 36 thousand people in an endless pink wave, there was no doubt that this avant-première surpassed all the venues around the world where the Barbie movie was launched. The anecdote was told to me by Miguel Angel Torreblanca, senior director and head of marketing for Mattel in Latin America. He is undoubtedly one of the managers with the most interesting job this season: in his offices for more than a year all the tasks to release that pink bomb that brought this summer and from which no one came out unscathed began more than a year ago. "By far it has exceeded all the expectations we had, not only us but also the brands we partner with to produce merchandising and that in many cases regret not having made more powerful bets", he told me a few days ago while recalling that the first thing he was taught, curiously 15 years ago when he arrived at Mattel, was that Barbie's Pantone was 219 C.