Oct 26, 2023

Mattel's Josh Silverman: "You didn’t see ‘pink core’, you saw "Barbie core"'

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

Oct 4, 2023

‘Hi, Barbie!’: Mattel unveils first Barbie Roblox game

Reckoning with mortality is optional.

Sep 8, 2023

How 'Barbie' is fueling a rise in ‘Brotox’

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.

Aug 14, 2023

Are we seeing a return to brilliant basics?

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

Aug 13, 2023

The summer of female spending power

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

Aug 9, 2023

How Barbie has sustained as one of the most successful toy brands of all time

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?