And while fans here are still eagerly awaiting the release of the Barbie movie it's safe to say the movie has been one half of a major boost for box offices in other territories, thanks to the phenomenon known as Barbenheimer.

That term, of course, refers to the shared date release of Barbie and Christopher Nolan's Oppenheimer in the US and Europe, with many eager movie goers embarking on a five hour movie marathon on July 21st.

But as the marketing bandwagon rolls on, Warner Brothers, the makers of Barbie, have now issued an apology in Japan, after they were accused of minimizing the impact of Hiroshima and Nagasaki.

Anthony Miles, the founder of Dubai based branding agency Bond, told Jennifer Crichton it shows the difficulties of global marketing.

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