Barbie is getting another makeover.
Barbie has also stood for empowerment and equal opportunity, so sustainability is the next big pillar,” says Lisa McKnight, senior VP and global head of Barbie and dolls at Mattel.
Indeed, Barbie has changed its image in recent years from one of unrealistic female tropes to a brand that pushes imaginative play and female empowerment.
Barbie has said it is aiming to achieve 95% recycled content, or content that is created responsibly from forests, in its paper and wood fiber packaging by the end of the year.
As part of the new marketing push, Barbie is releasing a 50-second video that shows all the different ways that kids fashion their dolls—including chopped-off hair, homemade tattoos and permanent eye patches.
The campaign will include a digital buy running for five weeks, consistent with other Barbie campaigns; the work will also appear on Barbie’s owned channels.
Adrianne Pasquarelli is a senior reporter at Ad Age, covering marketing in retail and finance, as well as in travel and health care.