Campaign is designed to celebrate girls’ imagination and empower them to 'dream big'.

Mattel details ‘With Barbie You Can Be Anything’ campaign for 2016

Mattel has detailed its 2016 ‘With Barbie You Can Be Anything’ campaign, designed to celebrate girls’ imagination and empower them to ‘dream big’. 

The campaign will aim to remind mums that ‘Barbie is the only brand that allows girls to imagine themselves as a mermaid to a movie star, a fairy to a fashionista and a princess to a president’.

The brand will have new reimagined content, fashion news with halo collaborations as well as high street brand partnerships. Barbie will also take on another bold and disruptive entertainment theme, providing what Mattel deems ‘another great cross category opportunity for licensees’.

Barbie will kick off 2016 with a new fantasy range to appeal to younger girls with ‘You can be a dreamer’ followed by another bold and disruptive entertainment theme that continues to deliver a message of empowerment with ‘You can be a secret agent’.

This will follow with innovations in the fashion and family range with ‘You can be limitless’.

Fans can look forward to three new specials in 2016, each featuring original storylines, music and adventures sure to excite and engage Barbie enthusiasts from around the world.

In Spring 2016, Barbie and her best friends Teresa and Renee transform from hardworking gymnasts to undercover secret agents in Barbie Spy Squad. 

This will be followed by the autumn tentpole event, Barbie Starlight and Barbie in Puppy Pursuit (70 minutes) in Q4.

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