Background
Barbie is an icon. Since she made her first appearance in 1959, she has been at the forefront of fashion, career, and social movements. She was the staple of every little girl’s toy box.
Though forever popular amongst kids, she was less popular with Australian mums. 40% were neutral towards the brand and 17% disliked it. This sentiment stemmed from the fact that one in four mothers believed that Barbie could send the wrong message to young girls.
Such attitude translated into behaviour, with 43% only buying Barbie for their daughters if asked. They wouldn’t actively go out of their way to include it in their child’s life.
The brief was to build back respect with Mum and prove that Barbie plays a positive role in girls lives.
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