Of Course Mattel Is Selling That 'I Am Kenough' Hoodie

Of all the threads of the endless "Barbie" discourse, the sheer marketing power behind the Greta Gerwig film — which broke records with its $155 million domestic debut over the weekend (the biggest for a female director) — is one that has fascinated many. Beyond the pre-WGA and SAG-AFTRA strike promotional appearances from the star-studded cast, there were countless "Barbie" product collaborations (across categories, from tech to fashion and beauty), experiences, teasers and commercials that, by some Hollywood estimates, cost Warner Bros. and Mattel about $150 million. A day hasn't gone by where consumers weren't bombarded with something pink — a phenomenon that's going on over two years, beginning with the viral "Barbiecore" trend that was propelled by PP Pink and other runway endorsements.

Now, I'm not going to spoil the film, which is very delightful and incredibly fun to watch in a theater filled with eager movie-goers. However, there's one key merchandising moment that was notably absent in the pre-premiere blitz, that audiences have latched onto. At one point, Ryan Gosling's Ken appears on screen wearing a hoodie bearing a phrase he teased on the red carpet: "I am Kenough."

Of course, given Mattel's involvement in the project, the company wasn't going to sit on this opportunity. So, on Monday, as part of an edit of "Barbie" movie-themed products — which includes dolls modeled after the characters and merch emblazoned with stills from the film — it opened up a pre-order for the tie-dyed "I am Kenough" hoodie. It retails for $60, and is available in sizes small through XXXL.

There's more "Kenough" product, such as a blue hoodie ($50), a plain T-shirt ($30), a tie-dye T-shirt ($50), a baseball cap ($30) and a mug ($15). However, much more importantly, there's now also a President Barbie modeled after Issa Rae's character.

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