The Drum Awards for Marketing - Extended Deadline

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Client: Mattel
Date: Mar 2018
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Barbie has turned 17 female role models into dolls to celebrate International Women’s Day.

Conservationist Bindi Irwin, boxing champion Nicola Adams and ‘Wonder Women’ director Patty Jenkins are just a few of the “modern-day” dolls that Barbie has created. Others include Olympic snowboarder Chloe Kim, French chef Hélène Darroze and Chinese actress Xiaotong Guan.

The Mattel brand has also turned aviator Amelia Earhart, artist Frida Kahlo and mathematician Katherine Johnson into dolls, all of which are part of its new ‘Inspiring Women’ line that Barbie says will honor trailblazing women. According to Barbie, the historical dolls come with educational information about each woman and the contributions they made to society.

The brand has launched a campaign called ‘#MoreRoleModels’ to coincide with International Women’s Day and its launch of the dolls. Created in-house, one of the films features young girls explaining why it’s important for them to have female coders, civil engineers, chief executives and head chefs to look up to since these career paths are dominated by males.