• Home
  • Campaigns & Strategies
  • Licensed Artwork
  • Commissions
  • Graphic Design
  • Photography
  • Event Planning
  • Resume
  • Contact
  • More
    • Home
    • Campaigns & Strategies
    • Licensed Artwork
    • Commissions
    • Graphic Design
    • Photography
    • Event Planning
    • Resume
    • Contact
  • Home
  • Campaigns & Strategies
  • Licensed Artwork
  • Commissions
  • Graphic Design
  • Photography
  • Event Planning
  • Resume
  • Contact
CASE STUDY

Reputation Management

This case study explores how Mattel’s live-action “Barbie” movie repositioned the brand in the minds of consumers, reclaiming control over her cultural narrative and reshaping the brand’s reputation in today’s market.

Case Overview

Mattel’s iconic Barbie doll has been a cornerstone of American pop culture since its launch in 1959. However, controversy over Barbie’s lack of inclusivity and unrealistic standards for women has cast a dark shadow over the doll’s reputation. 


This case study provides an analysis of how Mattel’s live-action “Barbie” movie strategically repositioned the brand in the minds of consumers. It demonstrates how Mattel regained control over Barbie’s cultural narrative and pivoted the doll into the feminist figure the brand wanted her to be. 

Case Description

Barbie has historically been criticized for being a symbol of misogyny and setting unrealistic beauty standards for women.


A 1958 Mattel-sponsored market research study conducted before the doll’s release found that mothers thought Barbie had “too much of a figure” and were worried about what that implied for their daughters (Lord, 2023).


An article by NPR cited this as problematic due to the fact that studies have linked playing with very thin dolls to negative body image and increased risk of eating disorders in children (Treisman, 2023).

unrealistic beauty standards

    RESEARCH BY HARMONY HEALTHCARE FOUND THAT 69% OF WOMEN BELIEVE DANGEROUS BODY IMAGE ISSUES FOR YOUNG GIRLS.

    (KNIGHT, 2023)

    something had to change

    For Mattel to ensure Barbie’s continued success and relevance, they had to strategically reposition the Barbie brand in the minds of consumers by addressing past criticisms and embracing a more inclusive, empowering image. 


    This shift allowed the brand to evolve from a symbol of unrealistic standards to a modern icon of self-acceptance and individuality.

    The Solution

    COMMUNICATION CAMPAIGN IDEA

    "Be the change" amplifies the message that Barbie is more than a doll-it's a movement for empowerment and transformation.

    Explore the Campaign

    Copyright © 2025 Anna Grace Hand - All Rights Reserved.

    Powered by

    This website uses cookies.

    We use cookies to analyze website traffic and optimize your website experience. By accepting our use of cookies, your data will be aggregated with all other user data.

    Accept