New Barbie campaign kicks off

A new campaign for fashion doll favourite Barbie is launching this month.

B Who U Wanna B kicks off with a heavyweight TV push which will run on satellite and terrestrial channels for four weeks from mid-August. An online push driving traffic to a dedicated micro-site - www.bwhouwannab.co.uk - and direct from Barbie.co.uk will support the TV, giving mums and girls details of how to enter a special competition to win a pony for a year. There will also be opportunities to win various other prizes.

Kirsty Bullen, Mattel Girls marketing manager, said: "This is the first time that we have embarked on such a unique programme of activity. Barbie has always been about inspiring and empowering girls and this campaign allows us to make girls' dreams come true and encourage them to be who they want to be."

The campaign has been developed locally in the UK and in association with brand development experts Dialogue.

The pony giveaway will be followed by a second campaign enabling girls to 'win the life of a princess' in October.