by Kailyn Rhone and Arianna McLimore

NEW YORK (Reuters) – It’s a Barbie world, and American small businesses hope their social-media marketing can help them profit from it.

From Malibu makeovers to striped dog bandanas to hot pink cocktails, many small business owners have resorted to Barbie-inspired products to garner more attention on their websites and social media accounts ahead of Friday’s U.S. release of “Barbie,” the movie poised to become a cultural sensation.

Mattel’s (NASDAQ: ) iconic doll brand partnered with major companies including Inditex’s Zara, Airbnb and Google (NASDAQ: ) to launch licensed merchandise and products.

But as Mattel-licensed Barbie marketing and products flood the stores, hotel suites and social media posts of big companies, smaller companies try to take advantage of the hype as well.

“Small businesses can look at Barbie promotions and dream of that kind of budget and massive brand awareness,” said Brian Fleming, assistant marketing instructor at the University of Florida. “But there’s still an opportunity… while everyone’s talking about Barbie.”

As of Thursday, the hashtag barbie had been used 14.1 million times on Instagram and 50.5 billion views on TikTok, making it a prime target for smaller brands searching for more visibility online.

Anima Iris, an online retailer based in New York City that sells handmade purses, launched a 30% discount sale on Monday for its all-pink handbags with Instagram captions including “We’re all about that Barbie life” and “Hi #Barbie.” What are you wearing to the #barbiemovie premiere?”

Owner Vilglory Tanzong said that once the company saw the enthusiasm for the Barbie film, it wanted to take advantage of the opportunity. The firm’s post, which featured Tanjong using the voiceover from the Barbie film, is one of the brand’s most viewed and most liked videos on TikTok.

Stoutridge, a New York-based distillery with vineyards and a weekly email newsletter, introduced its Barbie-inspired Hot Pink cocktail recipe on Wednesday as a “spur of the moment” after it took only an hour to make the drink, said owner Kimberly Wagner. The cocktail, known as “The Barbie”, is a mix of blue curacao, grenadine syrup, and club soda.

Moonfire, an art boutique based in Dallas, Texas, hosted an individual Barbie-themed collaboration with ten small businesses selling hot-pink, Barbie-inspired products. Shops offered free cocktails, flash tattoos and a life-size Barbie box. Its TikTok video for the event has garnered over 100,000 views.

The Swag Pup Company, a pet seller, promoted its Barbie and Ken-themed bandanas for dogs on social media. Owner Micah Garberino said a “vintage” black-and-white puppy outfit sold out within the first few days — faster than their usual puppy apparel.

Sure enough, big brands are taking advantage of the pink-themed trend even without an official Barbie license. Swarovski’s SoHo location in New York City is now decorated with bubble gum pink walls behind its neon pink swan logo. A search for “Barbie” on the company’s website yields rose-gold jewelry and pink gemstone rings.

Advisor at research firm Kantar J. Walker Smith said that no matter the size of the company, it is important to stay on trend and that Barbie keeping up with the pace is “a very good idea.”

“Small businesses are never in a position to create big mega-trends – much larger businesses can do that. So, for small businesses, the strategy is to become a quick follower,” he said.

Smith said smaller brands that take advantage of the Barbie marketing momentum will achieve “more than just young people” and the “key marketing target” of women in their 30s and 40s.

According to Smith, these women “directly control disproportionate spending” and they indirectly serve as influencers and gatekeepers for children and adolescents.