Goodvertising
With its latest makeover – the evolution of the doll – Barbie went from being a debated cultural icon in decline to becoming a change agent speaking up for female empowerment and body ideals.
After four years of declining sales Mattel introduced three new bodytypes (Tall, Curvy and Petite) for their iconic barbie doll in an attempt to make the 57 year-old doll relevant, loved and relatable again. Until 2016 Barbie has always been known as a little blond doll with an impossibly tiny waist and a long line of friends in different colors but with the same unrealistic bodytype. The old barbie had become difficult for girls to relate to, and something drastic had to be done. Evolving the barbie doll and introducing three new and more realistic body types in seven different skin tones, with 22 eye colors and 24 hairstyles proved to be the right move. Now girls all around the world have infinitely more ways to play out their imagination with a Barbie doll that speaks for a healthy perception of beauty.
“We believe we have a responsibility to girls and parents to reflect a broader view of beauty” Evelyn Mazzocco, senior vice president and global general manager of Barbie
Impact:
The campaign got 6 billion media impressions and 1.3 million social media engagements – 97% of coverage was positive! By evolving the doll Barbie proved that a toy has the power to prepare girls for the real world – And to prepare the world for real girls!
Video Case:
