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barbie

AI ads and the uncanny valley problem
barbie cola shah

For the creative industry, this is no longer a conversation about technology adoption. It’s a conversation about craft.

Mattel launches new LeBron James Ken doll as part of its Kenbassador campaign
barbie ken mattel By Julia Walker

The Lakers legend is the first ‘Kenbassador’ celebrating the doll’s upcoming 65th anniversary.

Barbie launches inclusive brand campaign geared toward parents
barbie dei diversity representationmatters By Bailey Calfee

The campaign, targeted toward adults with children in their lives, shows Barbie dolls as tools for fueling imagination and confidence.

Kinder to launch Indian-flavoured treats to entice young adult consumers
barbie brands ferrero mattel

Kinder Brands' regional marketing head discusses their brand collaboration and localisation strategies in an interview with Campaign.

Campaign Podcast: How Barbie stays relevant after 65 years
barbie marketing mattel podcast By Lucy Shelley

Tech editor Lucy Shelley gets an exclusive tour of Barbie: The Exhibition and discusses how the brand is impacting pop culture after 65 years.

Mattel's Josh Silverman: "You didn’t see ‘pink core’, you saw "Barbie core"'
barbie branding lego marketing mattel By Charlotte Rawlings

Trusting the creatives’ vision is essential to producing successful branded entertainment, according to Mattel’s chief franchise officer.

‘Hi, Barbie!’: Mattel unveils first Barbie Roblox game
barbie mattel roblox By Brandon Doerrer

Reckoning with mortality is optional.

How 'Barbie' is fueling a rise in ‘Brotox’
barbie By Lecia Bushak

Barbie-inspired plastic surgery may be felt the most among women, but more men are seeking cosmetic procedures and aren’t immune to the trends.

Are we seeing a return to brilliant basics?
barbie cannes weber shandwick By Gen Kobayashi

There's a lot to be said for playing it simple, opines Gen Kobayashi.

The summer of female spending power
barbie taylor swift By Alison Weissbrot

From Barbiemania to Taylor Swift’s Eras Tour phenomenon, the power of young, female spenders is in the spotlight this summer.

How Barbie has sustained as one of the most successful toy brands of all time
barbie case study marketing sustainability By Matthew Keegan

From her German fashion doll-inspired beginnings in the 1950s to breaking box office records in 2023, Campaign explores how Barbie has remained popular for the past six decades. Clever marketing or something else?

'Barbie' isn't afraid to air Mattel’s previous missteps
barbie mattel By Ewan Larkin

Everything marketing and comms pros need to know about Greta Gerwig’s highly-anticipated film. Warning: Light spoilers (and lots of pink) ahead.

How Oppenheimer capitalized on Barbie’s marketing success
barbie By Sabrina Sanchez

As moviegoers buy tickets for a “Barbieheimer” double feature, Oppenheimer gets a boost from Barbie’s marketing blitz.

The summer of ‘Barbie’: Marketers have nothing but love for film’s ubiquitous promo blitz
barbie mattel By Chris Daniels

The color pink is everywhere a week before the film debuts in US theatres.

Barbie and Ken are on Bumble in new brand partnership
barbie By Bailey Calfee

Bumble is host to the latest hot pink partnership, which promotes the app’s message-before-match Compliments feature.

The kidult trend is here to stay
barbie By Nicola Davies

Call it suspended adulthood, kidulthood or plain old fun, people are reconnecting with their youth.

Mattel introduces first Barbie with Down syndrome to ‘counter social stigma through play’
barbie mattel By Lecia Bushak

The Barbie with Down syndrome was designed with guidance from experts, and aims to expand Mattel’s diverse line of dolls.

First Barbie doll with hearing aids aims to boost diversity, inclusion
barbie diversity inclusivity By Lecia Bushak

The company partnered with Dr. Jen Richardson, a hearing-loss advocate and educational audiologist, to make sure its portrayal of real people was accurate.

Barbies don garb from Love, Bonito in brand collaboration
barbie mattel By Staff Reporters

The Southeast Asia fashion brand partnered with Mattel to create a limited-edition collection of dolls representing four different body types, while also introducing a social-impact initiative.

STB teams up with unlikely mascot in new campaign
barbie mattel singapore tourism board stb By Staff Reporters

The tourism board has joined forces with Barbie to spotlight local talent.