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Barbie is getting an image makeover courtesy of a group effort by several Ogilvy & Mather offices.
A new campaign themed “Be anything” broke last week in New York ahead of the toy industry’s annual Toy Fair. Billboards and posters feature girls in sporty settings, including one as a pint-sized hockey player. The copy reads “Be your own hero.”
TV spots, in 30- and 60-second executions, break today, and continue the new “empowerment” brand image for Mattel’s popular doll.
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