Barbie: Imagine the Possibilities

Mattel, a toy manufacturer, changed the perception of Barbie among millennial mothers to something their children could be inspired by with its Imagine the Possibilities film and introduction of Tall, Curvy and Petite Barbies in the US.

Advertiser: Mattel Brand: Barbie Agency: BBDO New York Country: United States

Objectives

The context: Unrealistic. Too blonde. Vain.

For 58 years, Barbie was an unmissable icon with over a billion dolls sold.1

Its parent company, Mattel, is one of the largest toy companies in the world, and Barbie, its flagship brand, was one of its most popular – occupying almost 30% of Mattel's total revenues and 40% of profit. Before 2014, it was estimated that one Barbie doll was sold every three seconds.