Barbie’s new flat-wearing Fashionistas line is Mattel’s way of showing a commitment to diversity and empowering little girls. But with Barbie’s new look comes a new branding strategy, which is expected to go beyond the run-of-the-mill commercials we remember as kids.
To match Barbie’s new attitude, Mattel is looking to reach little girls through spots that read more like music videos, like the new “Who Is Barbie?” stop-motion short that shows off the ethnic diversity and the doll’s new, edgier image. It is also adding an aspect of digital involvement to its advertising. Mattel is tapping YouTube influencers to talk about Barbie to their fans and has been keen on keeping up the @Barbiestyle Instagram page, showing the doll in various fashionable outfits on trips to the museum, on the CFDA red carpet, taking road trips and more.
Check out Barbie’s cool new attitude in the video above.