The article examines the movie Barbie (Greta Gerwig, 2023), the highest-grossing film of the year, and its relationship with marketing strategies and gender stereotypes. The objective is to analyze the perpetuation of stereotypes and Mattel's adaptation to gender equality demands through rebranding and campaigns like "You Can Be Anything". The study employs a mixed-methods design, using qualitative and quantitative analysis of the film through co-occurrences and sales data statistics. The main finding is that although the movie presents itself as a phenomenon of female empowerment, it still resorts to traditional stereotypes. The research reveals that the code of female empowerment is recurrent, although patriarchy remains present. The movie's advertising generated a global pink movement that strengthened the audience's emotional connection with the brand but also highlighted tensions be...