BARBIE’S 60TH ANNIVERSARY CAMPAIGN SETS OUT TO INSPIRE THE LIMITLESS POTENTIAL IN EVERY GIRL & CLOSE THE ‘DREAM GAP’
In a powerful PR-led campaign, the worlds #1 fashion doll Barbie drew on its rich 60-year history to reconnect consumers with the brands original purposeful mission to empower girls, through real-life female role models, empowering new products and inspiring events.
Since 1959, Barbie has been dedicated to inspiring the limitless potential in every girl and that message has never been more relevant than now. “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, Inventor of Barbie.
This year, as part of the evolution, Barbie leveraged its powerful history as one of the most iconic brands in the world to create impactful noise celebrating the history and positioning future of the brand. Purposeful PR campaigns included an ambitious, global Shero programme for International Women’s Day, where inspiring women are honoured with a one-of-a-kind doll made in their likeness; in the UK Barbie honoured British activist and fashion icon Adwoa Aboah alongside 20 women around the world. Empowering anniversary events across the UK and an inspiring product line rounded out Barbie’s 60th in a mission to show girls ‘You Can Be Anything.’ The brand made significant strides in its efforts to close the Dream Gap; the time when girls start to doubt that they can be anything.