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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