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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.

How Mattel turned 'too perfect, unrelatable' Barbie into a symbol of female empowerment

barbie marketing mattel By Sara Spary

Earlier this decade, parents were shunning Barbie because they didn't see her as a good role model for girls. That has now changed, according to Barbie's brand chief.

Why it's time for toys and toy ads to go gender-neutral in Asia

barbie disney gender lego marketing mattel By Olivia Parker

Many children's products are still created and marketed according to narrow gender stereotypes, which experts say leads to a variety of social problems. But efforts to make change in this part of the world are still nascent.

Real men play Barbie with their daughters

barbie marketing mattel By Ad Nut

'Dads who play Barbie', for Mattel by BBDO San Francisco.

'Experiment' attempts to demonstrate the power of Barbie

barbie BBDO hong kong mattel By Matthew Miller

Online work for Mattel by BBDO Hong Kong will run across Asia.

Miniature Barbies invade China, starting at McDonald's

barbie china mattel By Jenny Chan 陳詠欣

SHANGHAI - Mattel has thrown Barbie-themed parties in more than 500 McDonald’s restaurants across China—turning seven of those into full-fledged Barbie fantasy worlds—in order to showcase its Mini-Barbie product line, designed specially for the Chinese market.

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