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Why Mattel Will Market Barbie to a New Target: Dads

Jan 25, 2017  •  Post A Comment

Mattel is shaking things up with its marketing, including launching a campaign for its iconic Barbie that aims to make dads key players in their daughters’ make-believe Barbie world. MediaPost reports that the move comes on the heels of the company’s hiring of Margaret Georgiadis, president of Alphabet’s Google unit, as its new CEO.

“Citing Georgiadis’ skill and ‘deep understanding of how to build and scale brands on a global basis … effectively engaging consumers and retail partners in a rapidly evolving digital world,’ the El Segundo, California-based toy company says she starts early next month and replaces Christopher A. Sinclair, who rises to executive chairman of the board,” MediaPost reports.

The new ad campaign from BBDO San Francisco continues the previous “You Can Be Anything” theme, the report notes.

“But these ads, which broke during National Football League games, showcase real dads playing Barbie with real daughters,” MediaPost notes. “Urging dads to turn halftime into playtime, the dads are treated by Barbie the doctor, rescued by Barbie the firefighter, assisted by Barbie the yoga teacher and instructed by Barbie the astronaut.”

Here’s the firefighter spot …

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