Empowering Ads for Girls: Barbie

Have you seen Barbie's new ad? Lets be honest when you think of Barbie you're probably thinking of a blonde doll with a big boobs that gives girls unreasonable exceptions of "beauty." 

Well Mattle is throwing the stereotypes right out the window with their new ad. 

After, Always' "Like A Girl" campaign began as a social experiment to destroy the negative connotation of the phrase "like a girl." It launched in June, drawing millions to a video that showed adult women and males reacting meekly when asked to run, throw or fight "like a girl." But young girls, not conditioned to the dismissive "like a girl" label, demonstrated with athletic vigor.  It was so powerful it created a viral cry for empowerment amongst young women and many major companies have been changing their branding. 

Mattel is now rebranding Barbie with a new advertising campaign. The goal is to show little girls that women aren’t just eye candy, but intelligent people who can make a positive difference in any field they choose. The two minute video, shows girls acting as teachers, doctors, and businesswomen (as opposed to, you know, Ken’s girlfriend).

“We want to remind the world what Barbie stands for. Founded by a female entrepreneur and mother in 1959, the Barbie brand has always represented the fact that women have choices. This ongoing initiative is designed to remind today’s parents that through the power of imagination, Barbie allows girls to explore their limitless potential.”
— Evelyn Mazzocco, global svp and general manager of Barbie

Check out the ad below:

Mattel is not only changing the way dolls will be marketed to kids as a whole, but the toy industry in general. Imagine if toys were marketed towards aspirational goals more than gender norms. 

The creator of Barbie, Ruth Mosko Handler, started Mattle in 1939.  Barbie was created with large breast as to create self esteem says Ruth.  It was to be a doll that was anatomically representative of their (future) bodies.

“When I conceived Barbie, I believed it was important to a little girl’s self-esteem to play with a doll that has breasts. Now I find it even more important to return that self-esteem to women who have lost theirs.”
— Ruth Mosko Handler, 1980

 Mattle will finally be modernizing Barbie (and in many ways, going back to Barbie’s creator’s intentions).