Binh NguyenDo’Nyal WebbErin MaloneAllie LocklearPRCM 2500

“My whole philosophy of Barbie was that, through the doll, the little girl could be anything she

wanted to be. Barbie always represented the fact that a

woman has choices.” Ruth Handler, Barbie Creator

In a Barbie’s World… Before Barbie, girls played

with two-dimensional cardboard fashion dolls or baby dolls.

When Barbie debuted at the 1959 New York Toy Fair, she was the first fashion doll with a three-dimensional adult form.

FUN FACT: The men who dominated the toy industry told her creator, Ruth Handler, that nobody would want to play with a doll with breasts. They were wrong.

Backlash 1963: Barbie is sold with a diet

book that recommended ‘Don’t Eat’

1970: Berkeley feminists set Barbie on fire

1992: Mattel gets blasted for a talking Barbie that says “Math class is tough”

2000: Reports claim PVC used in some dolls could leak toxic chemicals

2007: Mattel recalls over a million dolls worldwide

2014: Lego takes overtakes Mattel as the biggest toy company in the world

2014: Barbie is taken over by the Frozen Elsa Doll

Research

Body type/ race/Breaking gender norms

Mattel vs. Lego

Publics involved

Publics effected

Strategies Storytelling technique

Building a brand and creating a valuable relationships with their customers through their developed stories

Listening to what Moms want “We are absolutely

listening to the cultural conversation and we wanted to start a conversation with moms” – Evelyn Mazzocco, Global Brand GM of Mattel

Moms want to buy Barbie dolls now

They want their children to experience this memorable and wonderful moment that they experienced when they were younger

#Tactics Mattel utilizes

#YouCanBeAnything via Barbie’s social media channels

The hashtag introduces new advertisement videos, Halloween promo, Barbie’s new DreamHouse, and a Barbie experiment supporting the campaign as a whole

New Dolls Ashley

GrahamZendayaDifferent

colors, shapes, sizes, and colors

Social Media Events

Beyond the Campaign

What can Barbie be? Mobile games

Involve the dolls In app purchases Partner

advertisements Rewards programs

Creates an established mailing list

Opens new avenue for feedback

Give out more updates

Chance to offer consumer more benefits

Scholarship

YOU

CAN

BE

ANYTHIN

G