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Yes, that's right - you're listening to Morning Report, and we are talking about Barbie.
The movie that has drained the world of Pink paint, blitzed worldwide headlines and is now expecting more than a $110 million opening weekend at the American box office alone.
But for many this wonderland of plastic fantastic has brought back nostalgia, and for others deep childhood trauma.
Our very own BIG Barbie fan Charlotte Cook took a look back.