The purpose of this study was to investigate how nostalgia contributes to the creation of brand love for the chosen brand in the field of culture, art, and entertainment. The nostalgic brand used in the research was Barbie. The study was conducted due to the lack of research on the connection between nostalgia and brand love in culture, art, and entertainment. Nostalgia reflects an important aspect of todays' social life, and the consumption of nostalgic products establishes lasting and positive interpersonal relationships. The feeling of nostalgia is a natural and integral part of human psychology, and it is given special attention in marketing when creating and maintaining a brand. Nostalgia in marketing is a marketing tactic used by companies to offer consumers nostalgic elements in their marketing activities, with the aim of stimulating and activating those same emotions deep within the consumers, thereby influencing their purchasing behaviour. Due to feelings of nostalgia, consumers tend to buy products that take them back to their childhood, a period when they felt carefree and free from the daily stress and worries of adult life, as using certain brands' products at that time brought them happiness. Marketing arises from the emotion of nostalgia, and through market research, we learn a lot about the role of nostalgia in marketing, which is becoming increasingly prominent in the business world. Nostalgia plays a significant role in the perception of the Barbie brand, contributing to the emotional connection with the brand, as well as its importance in helping women identify with the brand and its role in creating a sense of belonging and acceptance. Therefore, it can be assumed that nostalgia directly contributes to the development of brand love for Barbie among consumers. A survey was conducted on a sample of 206 respondents. The first part examines the dimensions related to consumers' attitudes towards the Barbie brand (the toy) through nostalgic variables: emotional connection, local brand identity, and brand authenticity. In the second part, respondents' attitudes are examined according to the movie Barbie based on variables: hedonistic experience of film consumption, flow, escapism, satisfaction, intensity of nostalgia, word-of-mouth (WOM) communication through WOM intention and behaviour. The results showed that Barbie is a nostalgic brand that was present in the lives of respondents during their childhood, but emotional attachment with the Barbie brand was not developed for most of the respondents. Love for the Barbie brand is not strong, as the respondents had a neutral attitude. It is considered as a quality and reliable brand, but not sufficiently authentic. The popularity on social media prompted respondents to watch the Barbie movie, and while they were generally satisfied with the movie, the expectations of some respondents were high before watching it and were not met.