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Mattel to focus on dads and kids with new Barbie campaign

Mattel is set to focus on kids and their dads with its Barbie You Can Be Anything campaign.

The new spots, which feature real dads and their daughters playing with the iconic doll, is a follow up to the award-winning Imagine the Possibilities work celebrating a girl’s journey to self-discovery through playing with Barbie.

“Over the past year, Barbie has enabled girls to imagine themselves in aspirational roles that range from the fantastical to feminist, from princess to paleontologist,” said Lisa McKnight, SVP and general manger of Barbie.

“Spotlighting father-daughter relationships through playing with Barbie continues to articulate the importance of imagination and creativity on a girl’s journey to self-discovery.”

The creative includes a 90-second online film and three 30-second cut downs, which showcases what happens when six real dads play Barbie with their daughters.

The campaign will roll out during the NFL Playoffs this month, with extensive TV, theatrical, digital and print advertising to support it.

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