It’s not new that Mattel, the brand that manufactures the Barbie doll, has been trying to change Barbie’s image.
Often associated with that feminine image that women try to leave behind, Barbie wants to change this label of futile woman, she no longer wants to be seen as an object woman, which no longer matches the feminine desires of today’s women nor the parents want to pass it on to their daughters.
Thus, after launching dolls of different standards: redheads, brunettes, black and Asian with different styles and haircuts.
Now, its new campaign breaks with the idea that girls only use dolls to play house, in other words, it started a campaign to demonstrate that their conceptions are evolving, and thus, of course, make mothers and fathers start to look the 56-year-old doll with different eyes.
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Entitled “Imagine The Possibilities”, it is the Mattel commercial in which girls between 6 and 9 years old appear in the role of teacher, doctor, executive, tourist guide and even football coach, thus, a in a friendly way, making it clear that Barbie is also capable of inspiring and letting girls know that they can be whatever they want.
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In the end, the brand argues that, when playing with Barbie, the girl is imagining what she wants to become in the future – and not just playing house. “You can be anything”, they conclude.
And get ready for a lot of “You can be anything” spread across different platforms in the coming months, remembering that Mattel has gradually introduced Barbie dolls with a focus on diversity.
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See the commercial below:
