#Barbiecore, the vintage, sugary but ironic look associated with the world of Barbie is the new trend. So, while the film released in theatres in July hit the box office around the world, pink has become the colour for fashion, design and giftware collections. Even in the world of food, there is no shortage of references to this trend, such as - to name two Made in Italy excellences - the pizza dedicated to Barbie by Gino Sorbillo, the pizza-maker owner of the chain of pizzerias with the same name, and the pasta line of the Di Martino pasta factory made in collaboration with Mattel and packaged in an inviting shocking pink package.

Total pink is everywhere also in merchandising inspired by the film. Mattel has not only created the Barbie Collection of clothing and accessories but has also entered into licensing agreements with numerous brands that have resulted in numerous products in the most varied categories, all of them, strictly speaking, bright pink: from Microsoft's Xbox console to Moon's electric toothbrush, from Gap's clothing line to Dragon's elegant cocktail glasses, to name but a few of the most interesting collaborations.

A pink wave has also swept through the gadget and promotional items sector: Emanuel Gebbia of  Pubblicarrello explains, “pink is everywhere and is currently the most popular shade; it is a vibrant and bubbly colour, perfect for personalising clothing or for a gift that won't go unnoticed and adds a touch of eccentric youthfulness”. And the multi-purpose backpack/bag (which can be customised with silkscreening) proposed by Punto Stampa is sure to be noticed. The company has reinvented the current trend in a versatile and practical article for everyday use. Stegip 4Communication is also “tickled” pink. According to the agency's press office, pink is contending for the podium as the colour in vogue with the natural/pastel shades that are reminiscent of earthy colours and suitable for environmentally friendly products; this shade is likely to retain its popularity well after the summer season. Thus, the company, thinking of a customisable item suitable for even the coldest months, offers a cup warmer with a neon pink touch, a non-slip base, a USB connection and a metal surface designed to retain heat.