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Monday, June 26, 2017

Dads Who Play Barbie

For many years now, Barbie remained to be the leading girl brand in the toy industry and has always been a little girl’s best friend. Little do people know, particularly parents, realize that Barbie is more than just about hair braids and teapot parties. It doesn’t always have to be about a good pair of clothes or manicured nails. The brand has constantly communicated that playtime with Barbie is all about endless possibilities and dreams, encouraging young girl dreamers that they can be anything they want to be.

This year, Barbie came up with a global campaign, Dads Who Play Barbie that aims to bridge the gap between both genders. It allows people, especially mothers to see how much a girl’s relationship with her father can affect her positively. Being a strong girl brand, moms had the usual mindset of boxing in the concept that Barbie is only for girls. In fact, 1studies have shown that girls with strong relationships with their fathers are more likely to have emotionally stable relationships and have higher self-esteem and self-image. Barbie’s Dad Campaign is an online video structured to know the perspective of dads when it comes to playing with their daughter and how they see it as a great opportunity to uphold their creativity and imaginative play. In the said video, 3 dads were interviewed on how they think instilling a little Barbie time and playing with their daughters help them build not just a closer relationship with them but also enhances their ability to dream bigger. The video showcased how the dads play with their kids, from roleplaying with Barbie as doctor to even a Yoga instructor and the impact it can give to both the dad and the daughter.

With high hopes along this campaign, Barbie encourages moms to highly consider playtime of their little girls with their dads and the positive impact and connection it brings to both of them. The video has already went viral on Social Media Platforms such as YouTube and Facebook in less than a month since it was launched at the beginning of this year. Through this campaign, Barbie aspires to strengthen and convey to parents that time spent in her imaginary world is an investment in her real world. Because with Barbie, you can be anything.

Watch the Dads Who Play Barbie video on Facebook at

Barbie, Mattel’s leading core brand is exclusively distributed by Richprime Global Inc. and is available at all leading toy stores nationwide. To learn more, visit Richwell Club on Facebook and website at

1 Father-Daughter Relationships: Contemporary Research Issues, Linda Nielsen (2013); Between Fathers & Daughters: Enriching and Rebuilding Your Adult Relationship, Linda Nielsen (2012)

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