Imagine the Possibilities: How Barbie went from 11.5 inches of perfection to a global symbol of potential

Barbie, a children's doll brand, reversed years of global sales' decline by using a multiplatform campaign paired with a new product launch.

Campaign details

Brand: Barbie Client: Mattel Agency: BBDO New York / San Francisco

Summary

This is the story of an icon, fallen from grace, and her herculean journey back to the top of the mountain.

It's also the story of how smart strategic thinking reclaimed a brand's lost DNA for a new generation of fans.

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