Barbie just launched a new campaign, helmed by global creative agency 72andSunny, with the message that the world's most iconic doll brand supports parents in realizing their children's potential.
Titled "Give Limitless Possibilities," the Mattel-owned brand released a new spot at the WNBA game between the Indiana Fever and Chicago Sky last Friday as part of Barbie Theme Night at the Wintrust Arena.
To continue the celebration of its 65th anniversary, the brand partnered with WNBA legend and 2024 Barbie Role Model Sue Bird (who has her very own doll design) to unveil the new campaign.
The campaign asks the question, "If you could give the kids in your life anything, what would you give them?"
Barbie Senior VP and Global Head of Dolls at Mattel Krista Berger said in a press release the new campaign sets the stage for the brand's next phase, after the "Barbie" movie.
"Barbie has always been more than just a doll. She represents infinite possibilities, a gift that countless parents and adults wish to give the kids in their lives," she added.
Berger also highlighted the brand's ability to provide endless possibilities for a new generation of children as the holidays draw close.
Barbie hit her stride after the release of her landmark film last year, earning over $1.4 billion to become the highest-grossing film ever released by Warner Bros. and the biggest hit of 2023.
"Barbie" the movie also collaborated with Duolingo for a humorous theater spot positioning it as the #1 language-learning app in Barbie Land.
This coincided with a robust movie marketing campaign and landmark sales for the dolls, which have since declined by 6% year-over-year (YOY).
To bring sales back up in recent months, the brand has collaborated with popular figures and leagues in women's sports, such as the WNBA and the Professional Women’s Hockey League.
Earlier this week, the brand also collaborated with the iconic children's show "Barney."
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"Give Limitless Possibilities" will air across social media and digital, as well as linear and connected TV with the help of agencies Spark in the U.S. and Canada, as well as UM globally.
After a global rollout in September, paid media will begin in the U.S. in October, including influencer content that will highlight how Barbie impacted several creatives' lives.
Barbie is one of the most famous toys in the world, with an unmistakable brand name and iconic box design.
In an industry that banks on recognizability and loyalty, Barbie has built a strong brand identity that has lasted decades — enough to say that most girls grow up playing with (if not owning) at least one Barbie doll.
Barbie for Every Child
The campaign builds upon Barbie's 2015 campaign, "Imagine the Possibilities," which centered around young girls' career dreams.
This time, an evolved brand message goes beyond possible career futures to encompass the broader scope of human potential.
Opening with shots of different smiling children, "Give Limitless Possibilities" is narrated by parents who wish to give their children the world.
Featuring a diverse cast of children, it highlights the values of having a big heart, confidence, curiosity, determination, and imagination.
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The heartwarming spot speaks to every parent's desire to create the best experiences for their child.
"I'd give you the belief in your own potential. And, well, that's kind of Barbie's whole thing," a parent narrates as the spot draws to a close.
As the camera pans to a bright blue sky, the ad ends with the brand's slogan: "You can be anything."
72andSunny isn't new to big brand advertising. Just a couple of weeks earlier, the agency helped the NFL launch its new season by hyping the "Football Country."
Editing by Katherine 'Makkie' Maclang
