Barbie has just come out with a new ad, a video demonstrating what it would look like if girls are free to be who they want to be. Created in 1959, Barbie was Mattel’s best selling toy till 2011. This new ad for the campaign “Imagine the Possibilities” uses hidden cameras to capture people’s reactions to girls imagining what they want to become. This is a genius marketing strategy which rebrands and creates a new image for what has been known to be an extremely controversial toy. To some, Barbie is a symbol of female empowerment, to others a toy which reinforces gender stereotypes and an unrealistic body image. Barbie created a new brand identity, by changing how they were once perceived and combating them with today’s top social issues, in this case women’s empowerment.

Personally, I think this was a genius marketing strategy to try and alter the way people see Barbie dolls. They are dolls known for having unrealistic and perfect bodies, in addition to effecting body image, body satisfaction and of young girls. Whether or not this marketing strategy will be successful or not is up to the public’s opinion.

Growing up, my parents were against the idea of Barbie dolls, as they were opposed to the ideas of young girls believing these dolls were what they were supposed to one day become.  I feel that this was a great solution to try to tackle and combat their previous reputation, but for a lot of people including myself, I feel that their reputation has been tarnished, and in my mind whatever they do, they will always continue to represent unrealistic body image and female insecurities.

 

External Sources:

http://www.barbie.com/en-us/video/imagine-the-possibilitiesVIDEO LINK    http://firsttoknow.com/barbie-imagine-the-possibilities-video-revitalizes-iconic-character/