Mattel details 'With Barbie You Can Be Anything' campaign for 2016

Campaign is designed to celebrate girls’ imagination and empower them to 'dream big'.
Publish date:
Social count:
barbie 000.png

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.


Featured Jobs

Vivid Job Logo 620 x 349

Digital Marketing Executive - Toys & Games

Vivid is Britain’s biggest toy company and the 20 largest in the world. With offices across the globe, they sell an amazing portfolio of toys and games to over 60 countries. Vivid is best known for its association with blockbuster brands and is very excited about future opportunities around the world.


UK Sales Agents

Liberty House Toys have been appointed as the exclusive UK distributor for the BiOBUDDi brand, and we are pleased to introduce this new unique, innovative and exciting range of 100% environmentally-friendly toy building blocks. We are seeking experienced sales agents with existing network in the toy retail market.

Gameplan Job Logo 620 x 349

Head of Product Development & Marketing

Our client is a privately owned French toy and games manufacturer which sells through distributors in forty countries. The company develops and sells innovative electronic interactive toys and games for the educational and gaming markets, and also takes suitable licenses. To progress its successful business development a Head of Product Development & Marketing is to to recruited.

HIT Entertainment Job Logo 620 x 349

Licensing Systems Administrator

The Contract System Coordinator is a newly created role to support the deal term entry process into Mattel’s new Contract Management System for its Licensing business. The role will support the Business Teams at the Deal & Amendment phase of the contracting process and act in conjunction with the System Administration team.