Mattel Brings Barbie Campaign to Life - Event Marketer

Mattel Brings Barbie Campaign to Life

Riding the momentum of its Feb. 12 unveiling of Barbie’s new career-inspired “I Can Be” product line at New York’s Toy Fair, Mattel stirred up additional buzz by bringing the new line to life at its temporary Barbie Shop inside the Mall of America in Bloomington, MN. On Feb. 21, more than 1,000 girls visited The Barbie Shop pop-up to check out the dolls and learn more about specific careers.

The experience was separated into four I Can Be career stations. At the ballerina station, girls donned tutus and learned ballet steps and discussed the career with a professional dancer. Aspiring chefs donned traditional chef hats and aprons (in pink, naturally) and decorated sugar cookies with frosting and toppings. Wannabe rock stars could rock out karaoke style on stage outfitted in sunglasses, feather boas—the works, and perform with microphones and guitars. Girls also posted their future hopes and dreams on the When I Grow Up Wall on display for shoppers.

“The I Can Be event at Mall of America was an engaging brand experience that allowed girls and moms to interact with the Barbie brand in a whole new way,” Rosie O’Neil, director-marketing at Barbie, told Buzz. “Barbie is the only brand that allows girls to try on different careers and this event brought role-play to life like never before.”

Throughout the year, Barbie will continue to inspire girls by working with a variety of partners, including The White House Project, Take Our Daughters And Sons To Work Foundation and a group of 10 successful women that Barbie has named The 10 Women to Watch in 2010. Among them are Gretchen Bleiler, Olympic snowboarder; Danica Patrick, professional race car driver; and J.K. Rowling, author and businesswoman.

The Barbie Shop pop-up closes at the end of this month.

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