Branding Campaign

Client: Mattel, Inc.
Creative Firm: Mattel, Inc. - El Segundo, CA, USA

To celebrate the 50th anniversary of the Barbie doll, Mattel brought the past, present and future together in a fun and playful way-with a lot of pink, of course. To enhance the emotional connection shared each generation of consumers, collectors and fans, Mattel's in-house agency in El Segundo, California used existing images of Barbie through the years, starting with her 1959 debut and through the '60s, '70s, '80s, '90s and 2000s. "Everyone has a Barbie story," Mattel says. "The campaign celebrated the continuing influence and impact that Barbie has had on girls around the world for the past 50 years."

As part of the festivities, the foot-tall fashionista opened New York Fashion Week at Bryant Park for the first time ever, as over 50 designers created outfits especially with Barbie in mind. The accompanying lobby display welcomed visitors to a series of events spotlighting Barbie's signature style, which included promotional tie-ins from retailers such as Sephora and Bloomingdale's.