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Empowering isn't the first word that comes to mind when you think of Barbie. That's especially been the case over the past decade, as consumers have voiced problems with the brand's representation of women. But Mattel is looking to change that in its first campaign from BBDO.
The two-minute spot below is the beginning of an "ongoing brand evolution that is designed to encourage parents to reappraise the role Barbie can play in [a] child's life," Evelyn Mazzocco, global svp and general manager of Barbie, tells Adweek.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
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