Mattel

Dads Play Barbie With Their Daughters in the Doll’s Latest Charming Effort to Modernize

Mattel has had a lot of success modernizing the perception of Barbie over the past few years, by focusing on her power to help girls imagine a powerful and fulfilling future for themselves.

How Barbie’s Makeover Brought the Brand Into the 21st Century

When Juliana Chugg joined Mattel as evp and chief brand officer a year and a half ago, Barbie was the brand she was least excited to work on.

Brands Are Throwing Out Gender Norms to Reflect a More Fluid World

James Charles may not seem like the typical ambassador of a beauty brand—and he's not. Meet CoverGirl's first CoverBoy.

Adweek Announces Winners of the 2016 Brand Genius Awards

Adweek is pleased to announce the winners of its annual Brand Genius Awards. Now in their 27th year, the awards recognize the talented men and women behind the most inventive, […]

How American Girl’s Storied Dolls Became Such a Surprising Success

Late in 2013, a new crop of videos began surfacing on YouTube. They featured everyday themes like going food shopping and eating out. One of them even notched over 14 million hits. Their amateur directors (nearly all of them young girls) shot the films using stop-motion animation. By last year, there were so many of these movies that they became their own genre—AGSM. 

This Ad About Barbie’s New Makeover Is Rory Kennedy’s First as a Commercial Director

There's been a lot of debate today about Barbie's introduction of curvy, tall and petite dolls to go with the original, and whether the Mattel makeover represents real progress in the area of girls' body image and self-esteem. But unmentioned until now is the involvement of a famous female filmmaker in the campaign—acclaimed documentarian Rory Kennedy, whose spot below, exploring the makeover, is her first-ever commercial.

Barbie Suddenly Looks (More) Normal, Right in Line With the Marketing Zeitgeist

After 50 years of sporting an oft-criticized combo of thin waist, thin limbs and large breasts, Barbie finally has a new body. Actually, a few new bodies.

U.S. Agency of the Year: BBDO Was 2015’s Unstoppable Creative Juggernaut

We don't know what's going to happen, but we know it's going to be interesting." That quote from BBDO New York chief creative officer Greg Hahn embodies his agency's approach to an ever-growing range of work.

View-Master Is Waking From Its Decades-Long Slumber, Thanks to Virtual Reality

On Dec. 1, Walmart stores will begin stocking the new View-Master, completing a national retail rollout that Mattel began several weeks back.

Mattel Wins Praise for Having a Boy in This Barbie Ad, but There’s More to the Story

The Moschino Barbie, a collector's edition Barbie doll featuring clothes designed by the  Moschino fashion label, is already sold out. But that didn't stop Moschino and Mattel from making an ad with—prepare to be shocked—a BOY in it! And he's playing with a doll! And he has an unflattering mohawk!This came as a great surprise to the media, which has been praising Mattel as a result for breaking down gender norms in doll advertising. There's just one small problem with that narrative: Mattel didn't lead the creative on this one; Moschino did.