It was a sensational weekend for movie theatres as two big-name films faced off in a showdown dubbed 'Barbenheimer'. 'Barbie' was the box office winner - beating 'Oppenheimer' in part to a marketing team that managed to lure fans to buy merchandise alongside their movie tickets. Marketing analyst Allyson Stewart-Allen tells us how toymaker Mattel managed to sustain the image of Barbie over years - and how the movie uses product placement to its advantage.
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