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Latest Mattel Creative Celebrates #DadsWhoPlayBarbie
By: The Drum
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In another Barbie first, the brand is speaking directly to dads in its latest campaign that encourages men to play with their daughters.

The creative includes a 90-second video with six dads and their daughters playing Barbie and trying out various careers, like doctor, teacher and astronaut. It was developed with BBDO San Francisco and is an extension of Barbie’s You Can Be Anything campaign, which, as the name implies, invites girls to imagine they can be anything when they grow up.

Nontraditional messaging has paid off for the brand recently. In October, Mattel said revenue for Q3 2016 was up overall – and that was reportedly thanks in part to Barbie sales, which increased nearly 16% following the release of three new body types and seven skin tones.

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About the Author
This article was published by The Drum. A link to the original appears at the end of this post. www.thedrum.com
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