This chapter provides an in-depth introduction to the complex, multifaceted presence of Barbie within contemporary social media environments that informs consumer behavior. Beginning with the doll’s origins as a mass-marketed, corporate-controlled children’s toy, it traces Barbie’s evolution into a cultural icon intertwined with questions of race, class, gender, sexuality, politics, and religious meaning. The chapter underscores that Barbie discourse no longer flows solely from Mattel to consumers; rather, in today’s participatory media landscape, a broad range of actors—including fans, critics, activists, and content creators—employ hashtags, memes, and user-generated content to shape and renegotiate Barbie’s significance. Through the lens of cultural studies, feminist theory, intersectionality, and digital activism, the chapter examines how Barbie is mobilized in social media marketing campaigns, nostalgic aesthetics like #Barbiecore, and cross-brand phenomena such as #Barbenheimer. These discourses question the doll’s aspirational narratives, confront commodified representations of diversity and inclusion, and offer queer, feminist, anti-consumerist, and religious counter-narratives. By positioning Barbie as a contested site of meaning-making in a networked culture, the chapter highlights how her digital afterlives illuminate broader issues of representation, identity, resistance, and cultural power in the twenty-first century.