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Mattel: A Doll Can Help Change the World by BBH

Agency: BBH
Client: Mattel
Date: May 2021
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Barbie’s latest campaign, 'A Doll Can Help Change the World' is based on a neuroscience research study published in October that found kids playing with dolls can aid in developing their emotional, academic and social successes.

Created in partnership with creative agency BBH LA, the campaign spot features children playing with dolls, with questions panning across the screen such as, “What if every individual were more empathetic?”

The campaign adds to the Barbie brand’s larger efforts to evolve in response to various social and culture shifts of recent years. After receiving years of criticism regarding the potential impacts of Barbie’s appearance on children’s self-esteem and body image, the brand has taken a number of strides to expand representation and inclusivity in its product lines.