A LOOK IN HISTORY
For the first 10 years of its existence, Barbie was exclusively a tall, skinny white woman with straight blonde hair, blue eyes and an exceptional figure.
Mattel attempted to remedy this by diversifying Barbie with the introduction of the first Black doll, Christie, to the Barbie brand in 1968.
In 1980, Mattel released its first line of diverse dolls actually named Barbie, including African American and Hispanic Barbies.
Despite creating a more racially inclusive line of dolls, Mattel has kept the same tall and slender figure Barbie is known for.
This was A Bold Strategy because it
Reframed Barbie’s Image
Promoted Inclusivity and Empowerment
Promoted Inclusivity and Empowerment
Directed by Greta Gerwig, the movie skillfully blended humor and self-awareness, critiquing Barbie's past flaws while reimagining her as a feminist icon. It also tackled important themes such as feminism, equality, and self-acceptance.
Promoted Inclusivity and Empowerment
Promoted Inclusivity and Empowerment
Promoted Inclusivity and Empowerment
The film emphasized inclusivity and empowerment, championing diversity, individuality, and self-acceptance. Barbie's journey highlighted embracing imperfections while addressing the harm of exclusion in society.
Tackled real-world themes
Had a Massive Marketing Campaign
Had a Massive Marketing Campaign
The also film boldly tackled real-world themes like gender roles and equality, critiquing both the patriarchy and the limitations of matriarchy. It emphasized that true empowerment is for everyone, regardless of gender.
Had a Massive Marketing Campaign
Had a Massive Marketing Campaign
Had a Massive Marketing Campaign
The film was backed by a massive $150 million marketing campaign, featuring over 100 brand partnerships, including collaborations. It successfully targeted both millennials with nostalgic appeal and Gen Z with a fun, fresh vibe.
Case Evaluation
Strengths
WEAKNESSES
WEAKNESSES
The film took control of Barbie’s story, reintroducing her as a modern, empowering figure. Mattel embraced the truth about its brand, appealing to both Millennials and Gen Z with a blend of nostalgia and fresh ideas.
This approach rebuilt trust and made Barbie relevant to a broad audience once again.
WEAKNESSES
WEAKNESSES
WEAKNESSES
The company’s leadership lacks diversity, which undermines its message of inclusivity. It heavily depends on major successes like the Barbie movie, risking future challenges if new ideas don't succeed.
Additionally, it remains unprepared for potential criticism of Barbie’s image or marketing.
Communication Campaign Idea
"Be the change" amplifies the message that Barbie is more than a doll — it’s a movement for empowerment and transformation.