For many years now, Barbie has established a global remark in the toy industry. Being the no.1 fashion doll in the world, what is it that people have been missing out on Barbie, particularly moms?
We all know that Barbie is a classic must-have for young girls out there. It has been a significant part of their childhood and will always be a favorite memory they will talk about once they grow up, but why? Aside from its crowning looks, different fashion choices, and exemplary body shape, there’s no wonder that Barbie has been a doll icon that young girls look up to until today. But as much as it serves as an inspiration to many young girl dreamers out there, there is one thing that mothers need to know about Barbie and what they might have been missing out all this time.
Studies have shown that 7 out of 10 mothers don’t believe how much dolls can help in the development of their kid’s imaginative play. Most moms would still consider the traditional and structured forms of play such as learning how to play instruments, engaging their kids into sports and requiring tedious amount of studying. Not that there’s anything wrong with it, but mothers need to know that on top of all these developmental efforts they’ve been extending, what they are missing out is how much imaginative play can contribute largely in developing their kid’s creativity, self expression and positive outlook in life.
Barbie is reinforcing a major brand campaign, You Can Be Anything, which encourages young girl dreamers that they can be anything they want to be when they play with Barbie. Mattel Asia recently launched a new video for the #1 fashion doll in the world, “The Power of Play with Barbie”. The centrepiece of the campaign is an online video structured as a social experiment. In part one of the experiment, five girls from Asia and Australia were asked to tell an imaginative story on the spot: the girls stalled, hesitated, and eventually gave up. In part two, the girls unboxed one of four Barbie products and were asked to tell a story again: this time, the girls naturally expressed inspired stories using Barbie to role-play and connect with others, demonstrating creativity, improvisation and emotional intelligence.
“Barbie is the only brand that allows girls to imagine anything they can be. With this campaign we wanted to build an emotional connection with Asian parents by introducing them to the wonderful benefits of imaginative play and storytelling with Barbie to promote confidence and curiosity,” said Andrea Vitali, Director, APAC Marketing. “Building on the global success of the Cannes Lion awarded global campaign “Imagine the Possibilities,” we worked with BBDO Asia to develop an engaging video that we hope will connect with moms while communicating the values of our brand.”
Watch this inspirational video on the official Facebook Page of Barbie Philippines. Barbie is exclusively distributed by Richprime Global, Inc and is available at all leading toy stores nationwide and online at Kids Company and Lazada.
