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
AGENCY - BBH LA
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
PRODUCTION COMPANY - Reverie
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
EDITORIAL/FINISHING/SOUND DESIGN/MIX - Therapy Studios
COLOR - MPC
GFX - Visual Creatures
MUSIC SUPERVISION - Good Ear Music
MUSIC CREDS - The New Me (Switch It Up) by Beginners