Barbie becomes a celebrity in new TV spot

Mattel positions Barbie as a fashion icon in an aspirational UK campaign.
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5_Barbie Red Carpet.jpg

Reminiscent of a chic perfume commercial, the first 20-second creative (video below) from Mattel shows Barbie wowing fans and paparazzi as she steps onto the red carpet.

'Red Carpet' will target girls aged four to nine and will run from now until the start of December.

The concept has also proved a hit with adult audiences, so to maximise mum appeal the advert will be shown in 500 cinemas across the UK in October and November, reaching more than 2.5 million people.

The next spot, 'Salon', shows Barbie being 'pampered and preened' by a stylist in anticipation of more paparazzi, and will kick-in during spring 2012.

The creative has no mention of toy product to enhance the illusion of Barbie being a real life celeb.

Mattel conducted extensive 'research prior to production ensuring the themes resonated with girls.'

Jenny Watson, senior marketing manager at Mattel, said: "This campaign was designed to communicate Barbie’s appeal and popularity to girls and mums in a new way.

"The Barbie brand is fashionable and credible but also humorous and playful. The new campaign brings to life all elements of the brand to remind people of Barbie’s status as a fashion icon."

Another objective of the campaign is to add value to Barbie’s licensing programme.


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