Advertiser: MattelBrand: BarbieAgency: BBDO New YorkCountry: 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.2 Before 2014, it was estimated that one Barbie doll was sold every three seconds.3
Figure 1: Barbie quarterly sales, Q4 2013 - Q3 2015...