Over the years, Barbie has never been used as a tool to empower girls. In fact, it's been quite the contrary. Consumers have always had issues with how the women are represented by the brand. So, Mattel's new move to change the perception of the brand comes as a sweet surprise.
In a two-minute advertisement, little girls are acting as teachers, doctors, coaches, and businesswomen in real-world environments. The uplifting commercial will bring a smile on your face when you see the unexpected ending and realise it was a Barbie commercial all along.
The little girls are excited and so are the people at Barbie. Speaking to Adweek about the evolution of the brand, Evelyn Mazzocco, Global SVP and General Manager of Barbie, said that these changes will encourage parents to see what role a Barbie plays in a child's life.
.
"We want to remind the world what Barbie stands for. Founded by a female entrepreneur and mother in 1959, the Barbie brand has always represented the fact that women have choices. This ongoing initiative is designed to remind today's parents that through the power of imagination, Barbie allows girls to explore their limitless potential," said Mazzocco.
Since 1959, Barbie dolls have evolved with time, and there have been dolls representing different professions and races all along. But they have always been at the receiving end of flak for the body image insecurities it gave girls. People have been vocal about it, which has been a major growth hampering factor for the brand.
With this little step, Barbie is looking forward to gaining the lost trust and change its perception.
