Barbie: Evolve the doll, and the conversation

Barbie, a children's toy brand, devised a careful campaign strategy, which encompassed a communication crisis management team and extensive media outreach, for the launch of its new body-positive doll collection in the USA.

Campaign details

Advertiser: MattelBrand: BarbieAgency: Weber ShandwickCountry: United States

Background and Cultural Relevance

Barbie has always been a trailblazer. She's had more than 180 careers, went to the moon before Sally Ride and has run for president six times. But, as with any 57 year-old brand, evolution was necessary to stay relevant.

The road to change was laden with challenges. Despite being the first mass-produced doll to break the nurturing/mothering play pattern, Barbie was being judged as an outdated, unrealistic stereotype. The brand was also losing mom. But, despite the sometimes negative external...

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