Barbie A New Campaign Promoting Empowering Girls Essay

Recently Barbie launched a new campaign promoting empowering girls to be anything they want to be. The viral spot created by BBDO brings the idea that Barbie helps to inspire children for the future. In my opinion, BBDO’s project was made in an insightful and holistic way because the concept and the execution work together and speak exactly to the target audience. Barbie is the worldwide brand of fashion dolls manufactured by the American toy-company Mattel, Inc. Nevertheless. Today Barbie is not just a toy, but an entire corporation; she has a sweetheart Ken, a family, friends, animals as well as a house, a car and designers’ clothes. Since the first launch in March 1959, Barbie became an icon: she was sold in 150 countries and still remains the world s most popular doll. According to Mattel, nowadays, three plastic, 11.5 inch Barbie dolls are sold every second. Nowadays, Barbie is considered the possible cause for young girls’ body dissatisfaction (e.g., anorexia and/or bulimia). This fact caused huge damage to the image of the brand and resulted in a sharp declining of overall sales of the Barbie dolls. Mattel has reported the falling in sales every year since 2011. For instance, Barbie’s sales dropped by 16% in 2014, with the sales falling by the double digits for each quarter throughout the year. According to the Euromonitor, Barbie’s share of the US doll market has declined from about 25% in 2010 to 19.6% in 2013. In spite of attempts to revitalize the brand throughShow MoreRelatedThe Barbie Unapologetic Hashtag Used For Promote Sports Illustrated Cover Featuring Barbie968 Words   |  4 PagesNataly Rivera Professor Baralt WGSS 101 June 13, 2016 #Unapologetic The advertisement I chose was the Barbie unapologetic hashtag used to promote the Sports Illustrated cover featuring Barbie. The campaign featuring Barbie was seen as empowering to young girls but it still brought controversy. Barbie is seen sporting an iPad and knee-high dress which I believe exemplifies female oppression. Women have been treated as objects for most of their lives because often times we do not see it and it seemsRead MoreMovie Analysis : The Blonde Barbie Doll1725 Words   |  7 Pages Initially, the blonde Barbie doll received a disappointing lukewarm reception from the market because most mothers wished their young girls to remain a little younger without jumping to the teenage Barbie overnight. However, Mattel had a masterpiece plan in promoting the toys through the television and mainly children’s TV. In the late 1950’s, most homes in America had television and children’s program had become a regular part of the programming. Subsequently, the Mattel advertisers managed toRead MoreGender, Gender And Cultural Differences1955 Words   |  8 Pagesthis currently impacts upon consumers in our current environment from gender-assigned toys to stereotypical advertising. Toy manufacturers play a crucial role in the embedding of gender stereotypes within society - they are consumed by the idea that girls are born with inherently different passions, hobbies and skill sets to boys. Although it may not seem a monumental decision in your child’s life to either buy them a doll or a train set to play with, studies have shown that the latter has knock on