Agency: BBH LA
Client: Mattel
Date: Jun 2021
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Giving the popular toy a social purpose that belies its skinny blonde stylings Barbie Loves the Ocean dovetails with Mattel's purpose-led approach to branding and feeds into its stated goal to use 100% recycled, recyclable or bio-based packaging alternatives across all products and packaging by 2030.

Richard Dickson, president and chief operating officer, at Mattel said: "This Barbie launch is another addition to Mattel’s growing portfolio of purpose-driven brands that inspire environmental consciousness with our consumer as a key focus. At Mattel, we empower the next generation to explore the wonder of childhood and reach their full potential. We take this responsibility seriously and are continuing to do our part to ensure kids can inherit a world that’s full of potential, too.”

The fresh-faced doll is also being positioned as a role model for young children at the heart of 'The Future of Pink is Green', a brand campaign undertaken in partnership with BBH LA that turns entrenched associations with the colour pink on their head by communicating the importance of a green future to impressionable minds.

In tandem with these efforts, Mattel has produced a new Barbie vlogger episode on YouTube in which the normally implacable doll talks directly to her fans about the need to adapt individual behaviours for the sake of the planet.

A further commitment will see the toy brand launch a limited edition Barbie-branded bracelet in partnership with 4Ocean which will enable people to get their hands on a post-consumer recycled plastic accessory that has been assembled by hand in Bali. Under the deal, 4ocean will remove one pound of trash from waterways, oceans and coastlines and educate people on proper waste management for every bracelet sold.

Explaining the background to these complementary initiatives Lisa McKnight, senior vice president and global head of Barbie & Dolls at Mattel, adds: "Our 62-year legacy is steeped in evolution, as we consistently drive forward initiatives designed to better reflect the world kids see around them.

"We are passionate about leveraging the scope and reach of our global platform to inspire kids to be a part of the change they want to see in the world.”

Barbie's battle to banish plastic waste is complemented by Mattel Playback, a product return programme that accepts unwanted toys for re-use in future products.

Mattel has set out a roadmap towards using only100% recycled, recyclable or bio-based materials by 2030 to address consumer concern over plastic waste, fuelled by a recent high-profile Greenpeace campaign, while also promoting the benefits of fewer screens and more physical play for children.



Senior Vice President and Global Head of Barbie & Dolls, Mattel: Lisa McKnight

Vice President of Brand Marketing, Barbie & Dolls, Mattel: Nathan Baynard

Senior Director of Marketing Communications, Barbie & Dolls, Mattel: Liz Maglione

Creative Director of Marketing Communications, Barbie & Dolls, Mattel: Danielle Viale

Account Lead, Marketing Communications, Barbie, Mattel: Lisa Baca

Senior Brand Marketing Manager, Barbie, Mattel: Lesley Lyon

Global Brand Communications Manager, Barbie & Dolls, Mattel: Devin Tucker


Chief Creative Officer: Ned McNeilage

Creative Directors: Yohan Daver and Sapna Ahluwalia

Senior Producer: Danny Nouri

Business Director: Amy Hinsley

Account Director: Trina Sethi

Account Executive: Aubrey Woolverton

Head of Strategy: Katie Acosta

Senior Strategist: Maggie Bonner

Art Director: Erica Barringer

Copywriter: Conner Schrock

Senior Art Director: Natalie Seitz


Director: Georgia Tribuiani

DP: Licia Arosteguy

Photographer: Ximena Del Valle

Production Designer: Sebastian Narbona

Line Producer: Trevor Allen

Executive Producer: Cathleen O'Conor

Mexico City Production Company - Habitant



GFX - Visual Creatures


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