Barbie might be a favourite with children for the past 6 decades, but it has also been mired in controversy. Body image, too sexist, you name it there has been a Barbie controversy. How ever old you are you will remember a Barbie in the midst of controversy. Remember Teen Talk Barbie, Babysitter Barbie, Indian Barbie…the list is endless!
So it comes as no surprise that sales of Barbie fell by 14% in 2014 alone what with more and more girls rejecting Barbie and opting for dolls like Lammily and American Girl, it was high time for Mattel to change their strategy!
Image Source:Â www.sheknows.com
Enter the new advertisement featuring little girls in different professions. There is a university professor, a vet, a soccer coach basically anything a little girl would wish to be. The tag line ‘When a girl plays with Barbie, she can be anything she wishes to be’.
Is this Mattel’s new take on empowerment? It has taken Mattel only 59 years of bungled advertising to finally get it right. They have finally woken up to the act that they only narrative needed to sell Barbie dolls lies in the imagination of the little girls that play with them. Barbie seems to finally be embracing feminism and equal opportunity and discarding stereotypical gender roles.
We like the new advertisement and hope to see many more!
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Image Source:Â www.dailymail.co.uk
KSP Promotions
Janani S Koushik
KSP Team
