Barbie’s new ad is part of its current brand evolution: “designed to encourage parents to reappraise the role Barbie can play in [a] child’s life,” according to Evelyn Mazzocco, global svp and general manager of Barbie. Led by BBDO San Francisco, the ad shows little girls being professionals in real life environments before cutting to the Barbie logo at the end, in a great narrative. We’re not sure if it’ll really help Barbie’s brand image, given the ongoing discussion about how the Barbie dolls’ unrealistic proportions affect the self image of children, but it’s an interesting (and perhaps necessary) step for the iconic brand, ubiquitous as it still is:
Barbie has not colonised girls’ imaginations by accident. Mattel has dedicated itself to promoting Barbie as “a lifestyle, not just a toy”. In addition to selling the dolls, Mattel licenses Barbie in 30 different product categories, from furniture to make-up. A girl can sleep in Barbie pyjamas, under a Barbie duvet-cover, her head on a Barbie pillow-case, surrounded by Barbie wall-paper, and on, and on. There are Barbie conventions, fan clubs, web sites, magazines and collectors’ events. “She’s so much more than a character brand,” enthuses a Mattel publicity person, “she’s a fashion statement, a way of life.”
(via The Economist)