Briefly

Barbie's Latest Campaign Highlights How Doll Play Helps Children Develop Empathy

The Mattel brand's new spot explores what the world would look like with more of the positive impacts of its toys

Photo of a girl playing with Barbie dolls — The new spot is part of Barbie's larger effort to become a thought leader in empathy.Mattel

By Kaila Mathis

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After receiving criticism in past years for the lack of diversity in its dolls, Barbie has taken steps to create a more inclusive brand, empower young girls with dolls representing influential women of color and take a more active stance in political discussions.

Top line

Barbie’s new “A Doll Can Help Change the World” campaign, which launched today, is based on a neuroscience research study published in October that found kids playing with dolls can aid in developing their emotional, academic and social successes.

Kaila Mathis

Kaila is a freelance writer for Adweek covering agency news. Kaila graduated from Villanova University with a degree in PR & Advertising and Journalism. She is now working as a growth operations leader & consultant for startups.

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