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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.

Year in review: Biggest brand fails of 2024

cocacola jaguar mattel the work By Staff Reporters

From Apple’s cultural misstep to Bumble’s billboard backlash and Jaguar’s controversial rebrand, here’s Campaign’s take on the brands that tripped up in 2024, offering lessons in creativity, cultural awareness, and the ever-tricky art of reading the room.

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.

Hot Wheels teaches kids to embrace failure

mattel By Brandon Doerrer

The Mattel brand’s new campaign seeks to show parents that it builds resilience and fuels creativity.

'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.

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.

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.

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.

UM wins Mattel media across Europe and Asia

mattel media UM By Gideon Spanier

Carat was incumbent in number of key markets for maker of Barbie.

It's the agency's job to understand brand vision: Mattel Brands

agencies brands mattel By Soon Chen Kang 江欣珍

The VP of creative for Mattel Brands on client-agency relationships and what they look for during pitches.

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.