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Mattel Releases First Major Barbie Campaign Since 2015

Mattel is hoping to encourage more doll play with its first big campaign for its iconic Barbie doll since ‘Imagine the Possibilities’ back in 2015.

The “A Doll Can Help Change The World,” campaign developed with BBH LA, builds off the brand’s “You Can Be Anything” platform, with a touching film based on the findings of a recent neuroscience study conducted by a team of researchers from Cardiff University in collaboration with Mattel’s Barbie division. Those findings suggest playing with dolls allows children to develop empathy and social processing skills, which are key determinants in kids’ future emotional, academic, and social success.

This work is designed to be “gender agnostic” encouraging play for both boys and girls by featuring both sexes in the advertising.

The hero film will be supported with activations that solidify Barbie as a “thought-leader in empathy,” quips the representative. The first activation is an editorial partnership with The Washington Post, followed by other social and retail partnerships in the months ahead.

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