It’s Barbie’s world and we are just living in it. Or if you are a smart brand you are amplifying your own reach and relevance within it.

Boots is the latest brand to ride the wave of Barbie’s cultural currency, partnering with Warner Bros to encourage families to protect their skin during outdoor activities over the summer.

The partnership, which plays on the fact that Barbie has long been synonymous with sun, scenery and convertibles

The partnership, which was brokered by cinema advertising contractor Pearl & Dean, is the first of its kind between Warner Bros and Boots, bringing together the magic of cinema, lifestyle and suncare.

Pete Markey, Chief Marketing Officer at Boots, explained: “Barbie's influence on generations of fans is the perfect way to raise awareness of Soltan’s 5* UVA protection. What’s more, with our wide range of healthcare and beauty brands, Boots can help Barbie complete her beauty routine from head to toe. From SPF to summer essentials, we’ve got Barbie covered.”

The campaign, which will feature imagery and footage from director Greta Gerwig’s new film, will be promoted with a 30 second spot created by Pearl & Dean Productions. The campaign will also be promoted widely on other channels including digital screens, window posters, email banners, in-app, boots.com, Youtube and print advertising.

John Ridley, Film Partnership Consultant at Pearl & Dean added: “For more than half a century, Barbie has been a positive influence for young people to aspire to be anyone they want. We couldn't be more excited to land this media-first partnership between Warner Bros and Boots this summer and hope that with Barbie’s help, more people will be encouraged to take care of themselves in the sun.”

As part of the campaign, Warner Bros and Boots will also be offering one lucky Barbie fan the chance to win two tickets to fly to Los Angeles. The competition will be promoted across social channels and runs from 19th July until 9th August.

Marketing partnerships have been a huge part of Barbie’s marketing strategy built on the premise that there is no such thing as too much merch.