Mattel is launching a Barbie marketing campaign based on the doll’s varied career history, in which it has featured in more than 125 different jobs.
The campaign will call upon the UK government, successful women in business, education providers and mums to join together to inspire girls to achieve their career goals.
It kicks off with a prominent press partnership with weekly fashion and lifestyle magazine Grazia. Featuring high profile successful UK career women who have become ambassadors for the campaign, the Grazia activity forms part of a mums-focused programme, which includes interactive mentoring, events and PR support.
Girl-targeted initiatives will run throughout the year with a primary school-targeted educational programme, as well as engaging partnerships with leading girls’ media outlets.
A career-focused research initiative, interactive online voting and political lobbying will also form part of the campaign.
It is designed to support retailers carrying the new interactive Barbie I Can Be… digital doll collection, which will also include two further introductions in 2010 including snowboarder and news anchor.
The range will be supported by a heavyweight two-month TV advertising campaign featuring 30-second spots.
Mattel marketing director Erica Zubriski commented: “For more than 50 years Barbie has served as a reflection of fashion, culture and aspiration to girls of all ages. Barbie inspires girls to try on different careers, encouraging them to play out their dreams and explore the world and all of its possibilities.
"We believe role-playing with Barbie continues to inspire girls and women with the belief and confidence that they can achieve anything.”