Just six months ago, Mattel's iconic Barbie brand was telling the story of its reinvention with three videos that spanned a half-century of marketing. And now there's a fourth.
With a #DadsWhoPlayBarbie program, "Our intent was to expand our reach – and be more inclusive with dads," Lisa McKnight, SVP/global brand general manager for the Barbie brand, reported at the 2017 Global Marketer Week in Toronto during a session held by the World Federation of Advertisers (WFA) and Association of Canadian Advertisers (ACA).
The initiative was based on more than touchy-feely...