The hype around the new Barbie movie has been off the scale. The reviews are in and they’re favourable, and brands from Airbnb to Gap to toothpaste brand Moon (to many, many more) have gone all in on the pink.

Naturally, the twin flames of Margot Robbie and Ryan Gosling have done their bit to encourage interest, not to mention the intrigue of Little Women director and noted feminist Greta Gerwig’s take on the iconic figure. Oh and a banging soundtrack featuring (fellow controversial female icon) Nicki Minaj.

But ultimately the Barbie movie, scheduled for release in the UK on July 21, was always going to be a hit because it’s Barbie. So how has this often divisive brand managed to stay the distance?