Toy market news

Mattel releases first major Barbie campaign since 2015

Mattel is hoping to encourage more doll play with its first big campaign for its iconic Barbie doll since "Imagine the Possibilities" back in 2015.

The “A Doll Can Help Change The World,” campaign, developed with BBH LA, builds on the brand’s “You Can Be Anything” platform, with a touching film based on the findings of a recent neuroscience study conducted by a team of researchers from Cardiff University in collaboration with Mattel’s Barbie division. Those findings suggest playing with dolls allows children to develop empathy and social processing skills, which are key determinants in kids’ future emotional, academic, and social success.