Written by: Vickie Sullivan | July 18, 2023
Gap x Mattel Collaboration a Lesson for All Companies
Talk about a strange partnership. Gap Inc. is collaborating with Mattel on clothing, and the first apparel line is a Barbie collection, appearing in stores this week ahead of the worldwide release of the Barbie film. “Additional Gap x Mattel collaborations will be unveiled later this year, with Hot Wheels next in line,” according to an article in Bizwomen.
Move past the B2C focus of this collaboration. Both Mattel and Gap are well known and are using each other’s brand to boost market awareness. You, too, can develop creative collaborations with adjacent players. Here’s what to look for in possible partnerships:
• Similar market awareness: The Gap/Mattel partnership focuses on overall brand power by both parties. The result: The two giants make a bigger splash. If you want to collaborate with another company, look outside your community to find popular partners that could benefit from your prominence.
• Similar brand mindset: “Each [collection] launch will celebrate our optimistic spirit of individuality and connection through creative expression and play,” said Christopher Goble, head of merchandising at Gap. By appealing to similar universal values, the collaboration makes more sense. You must create a similar connection if you partner with outsiders.
Yes, this is an out-of-the-box approach. But most innovations are. In a crowded marketplace, sometimes crazy ideas can open new doors. It’s worth considering.
Listen: How to Approach Innovative Partnerships
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