A Marketing Collaboration Created in the Stars!

One of the most famous pieces of art is THE STARRY NIGHT by Vincent van Gogh, which was painted in mid-June 1889 (thus, I'm celebrating today on my blog since it's mid-June). And since 1941, the artwork has been on view at the Museum of Modern Art (MoMA) in New York City.

How do you introduce art to people who don't ordinarily embrace art? One way is to create interesting marketing collaborations with famous brands, and MoMA has definitely done that with Mattel.

SHARE THIS: By partnering with other brands and businesses, you can amplify your marketing efforts to reach new audiences and create more engaging campaigns. ~Bynder #MarketingCollab #Cobranding #MarketingTips #DebbieLaskeysBlog

Artnet reported last November, "Mattel and the Museum of Modern Art have entered a sweeping five-year global partnership. The debut line-up includes seven MoMA-inspired products available online and at MoMA Design Stores in New York and Japan, each drawing directly from some of the museum's most famous artworks and their artists. Among the standouts is "Van Gogh Barbie," whose gown shimmers with the cerulean swirls of Starry Night (1889) and whose coiled updo echoes the painting's vortex of brushstrokes."

Here's a description of THE STARRY NIGHT from MoMA's website, "In creating this image of the night sky — dominated by the bright moon at right and Venus at center left — van Gogh heralded modern painting's new embrace of mood, expression, symbol, and sentiment. Inspired by the view from his window at the Saint-Paul-de-Mausole asylum in Saint-Rémy, in southern France, where the artist spent twelve months in 1889–1890 seeking reprieve from his mental illnesses, The Starry Night (made in mid-June) is both an exercise in observation and a clear departure from it. The vision took place at night, yet the painting, among hundreds of artworks van Gogh made that year, was created in several sessions during the day, under entirely different atmospheric conditions. The picturesque village nestled below the hills was based on other views — it could not be seen from his window — and the cypress at left appears much closer than it was. And although certain features of the sky have been reconstructed as observed, the artist altered celestial shapes and added a sense of glow. Van Gogh assigned an emotional language to night and nature that took them far from their actual appearances. Dominated by vivid blues and yellows applied with gestural verve and immediacy, The Starry Night also demonstrates how inseparable van Gogh's vision was from the new procedures of painting he had devised, in which color and paint describe a world outside the artwork even as they telegraph their own status as, merely, color and paint."

And according to Mattel Creations' website, "The MoMA-inspired "Van Gogh Barbie" captures the essence of modern creativity — sleek lines, abstract color palettes, and fashion that echoes the harmony between art and individuality. Barbie's look feels at once timeless and contemporary, bridging childhood nostalgia with the sophistication of gallery-worthy design. Inspired by Vincent van Gogh's masterpiece "The Starry Night," which is on display at The Museum of Modern Art (MoMA) in New York City, the doll transforms one of the world's most iconic paintings into couture fashion. Barbie wears an exquisite evening gown in swirling shades of deep blue and turquoise, echoing the brushstrokes and rhythm of Van Gogh's night sky. The fabric captures the motion and emotion of the artwork, while her sculpted blonde hair, accented with shimmering blue tones, mirrors the painting's luminous energy. Every detail — from the fluid silhouette of the dress to the sculptural curls framing her face — pays homage to van Gogh's vision of light and movement. The Doll Designer was Annalise Lao, and the Packaging Designer was Sal Velazquez. Experience the joy of fashion design infused with the creativity of timeless art, a collaboration that could only be made possible by Mattel Creations and MoMA."

By now, you can probably tell that, as a fan of art. museums, van Gogh, and Barbie, I purchased the "Van Gogh Barbie." The descriptions don't do the doll justice...it's really too beautiful to be called a doll! And when I received a post-purchase email from the MoMA Design Store, I certainly shared my positive feedback.

So, what can your brand learn about marketing collaborations from MoMA and Mattel?

SHARE THIS: Mattel Creations is a brand built at the intersection of art and play. In collaboration with MoMA, this collection re-imagines Mattel's most iconic toys through the lens of world-renowned art from MoMA's collection. ~@MoMADesignStore #MarketingCollab #BrandStorytelling #DebbieLaskeysBlog

Image Credits: Mattel/MoMA and MoMA.

Happy Birthday to Barbie!

On March 9th, 1959, the Barbie doll made her debut at the American International Toy Fair in New York City. And the rest is history, or more accurately, HERstory.

Co-creator Ruth Handler said in a 1977 interview with The New York Times, "Every little girl needed a doll through which to project herself into her dream of her future. If she was going to do role-playing of what she would be like when she was 16 or 17, it was a little stupid to play with a doll that had a flat chest. So I gave the doll beautiful breasts. And Barbie kept pace with the times. During Camelot, she sported a Jacqueline Kennedy hairdo. During the 1970's, her career choices and outfits began to change to include a doctor, astronaut, and veterinarian, among others. My whole philosophy of Barbie was that through the doll, a girl could be anything she wanted to be. Barbie always represented the fact that a woman has choices."

Barbie has become one of the world's most popular dolls and owes its success to adapting to the ever-changing markets of various cultures and countries by launching Barbie dolls of shapes, colors, and sizes, and customization to the inhabitants of certain regions. Because Barbie has often been criticized for representing an unattainable beauty ideal for girls and women, the doll has evolved both in style and shape over the years. The Barbie brand also honors pioneering women from throughout history.

According to Forbes, "Mattel successfully reframes how we think about Barbie Dolls. That Barbie Dolls are not about what the doll looks like, but about how a child looks at the dolls. In other words, Barbie Dolls are a means, not an end. When we see a child playing with a Barbie Doll it's not a buxom babe projecting negative influence onto the child. It's imagination at work, a blank slate, a world of possibilities shaped like a doll. Better yet, the Barbie Doll is a conduit for the development of a child's self-image. A professor, a veterinarian, a businesswoman. Not a bimbo, as many adults have been conditioned to believe, but a businesswoman. The controversies surrounding Barbie Dolls were never initiated by kids. They were always the product of adults."

Here are some interesting facts about Barbie. Her full name is Barbara Millicent Roberts, and she is from a fictional town in Wisconsin. March 9th is celebrated each year as National Barbie Day, because that was the day she was introduced at the American Toy Fair in New York City in 1959. Barbie recognizes careers in which women are traditionally under-represented to show girls that they can be anything and to encourage discovery and exploration through play, and since her inception, she has had over 250 different careers.

According to Mattel, "Barbie traveled into space in 1965, four years before man walked on the moon. In 1973, Barbie saved lives as a surgeon, at a time when very few women were in the operating room. In 1985, she took to the boardroom as "Day to Night" CEO Barbie, just as women began to break the glass ceiling. In 1992, Barbie ran for president for the first time. In 2016, she ran with the first all-female ticket. To encourage more girls to explore the STEM field, Barbie has been a computer engineer, video game developer, Mars explorer, and robotics engineer. In 2016, to better reflect the world girls see today, Barbie introduced three new body types: curvy, petite, and tall. The launch of the new body types landed Barbie on the cover of TIME Magazine. And in 2018, Barbie shined a light on empowering role models from the past and present to inspire more girls. The campaign honored extraordinary women from around the world and launched on International Women's Day featuring Frida Kahlo, Katherine Johnson, and Amelia Earhart."

SHARE THIS: Barbie's career line reinforces the brand's purpose to inspire the limitless potential in every girl. ~Mattel #NationalBarbieDay #YouCanBeAnything #DebbieLaskeysBlog

Barbie is sold in 150 countries worldwide, and more than 100 Barbie dolls are sold every minute. A Barbie Dreamhouse is sold every two minutes and was first introduced in 1962. Barbie has products in over 50 categories including food, fitness, and clothing. In addition, the Barbie Fashionistas line includes a Blind Barbie created in partnership with the American Foundation for the Blind, a black Barbie with Down syndrome in partnership with National Down Syndrome Society, and a Barbie with Type 1 Diabetes and outfitted with medical devices, such as a wearable insulin pump, commonly used by people with the condition. 

As a result, there's no wonder that the Barbie brand enjoys over 99 percent brand awareness globally.

Happy birthday to Barbie!

Image Credit: Mattel.

Barbie Made News in 2025

During 2025, Barbie made news due to the brand's recognition of some inspiring women as well as holiday customs and colors. This post serves as a recap and a celebration.

But first, some HERstory. Mattel's Barbie has become one of the world's most popular dolls. Introduced in 1959, the Barbie doll owes its success to adapting to the ever-changing markets of various cultures and countries by launching Barbie dolls of shapes, colors, and sizes, and customization to the inhabitants of certain regions. Because Barbie has often been criticized for representing an unattainable beauty ideal for girls and women, the doll has evolved both in style and shape over the years.

The Barbie brand also honors pioneering women from throughout history. According to Mattel, "Barbie recognizes all female role models. The Inspiring Women Series pays tribute to the incredible heroines of their time; courageous women who took risks, changed rules, and paved the way for generations of girls to dream bigger than ever before."

Here are some interesting facts about Barbie. Her full name is Barbara Millicent Roberts. Since her inception, she has had 200 different careers. Around the world, a Barbie doll is sold every three seconds, and March 9th is celebrated annually as National Barbie Day.

BARBIE SIGNATURE DOLL

According to the description, "Mattel was founded eight decades ago and has been empowering generations through play ever since. This Mattel 80th Anniversary Barbie doll celebrates the legacy of the iconic toymaker. Barbie doll looks red carpet-ready in a glittery gown accentuated by bow-like, tulle sleeves and a dramatic tulle bustle and train. Ruby pumps complement her dazzling look, while drop earrings with a golden "M" pay homage to the old-school Matty Mattel logo. Her blonde hair is piled high, with face-framing pieces that accentuate her bold lip. Adding to the deluxe details are black nails that peek out from sheer gloves. The Mattel 80th Anniversary Barbie doll is a fitting tribute to a legacy that has spanned decades and inspired children of all ages."

BARBIE CELEBRATES CLUELESS

According to Mattel, "Barbie celebrates the 30th anniversary of Clueless with the Cher Horowitz doll, perfect for collectors and film fanatics alike. The doll rocks her iconic sunshine-yellow plaid pleated skirt and matching blazer, paired with over-the-knee socks, and platform heels. With her mini white backpack, cell phone, and learner's permit in hand, Cher is the '90s it-girl, ready to cruise the streets of Beverly Hills with her bestie Dionne by her side.

Barbie also celebrates the 30th anniversary of Clueless with the Dionne Davenport doll. She gets major snaps for her chic black-and-white plaid ensemble, complete with her iconic top hat. She expertly accessorizes the look with black knee-high socks and black platform heels to match. With her cell phone in hand and bestie Cher on speed dial, Dionne is ready for whatever the day brings – playing matchmaker, hitting the mall, or making a buzz in Beverly Hills."

BARBIE AND THE SUPER BOWL

Barbie celebrated Super Bowl LIX with her officially licensed Chiefs and Eagles team gear. One Barbie supported the Chiefs, and another version supported the Eagles. Each wore a stylish sweatshirt with a logo paired with matching shorts and sneakers. A cheerful foam finger was also included.

BARBIE TRIBUTE COLLECTION - DEBBIE ALLEN

According to the Barbie website, "The Barbie Tribute Collection celebrates visionaries whose incredible contributions have helped shape and impact culture. In October, a collectible Barbie doll was unveiled to honor Debbie Allen, an award-winning actor, dancer, singer, choreographer, director, producer, and author who rose to stardom despite facing many barriers. Her doll wears an outfit inspired her look from the hit series FAME. Her shimmery, off-shoulder top is cinched at the waist with a gold belt. Purple fringe pants and legwarmers complete this dance-ready ensemble. Her street-meets-dance look channels an aesthetic that is still iconic today! A multi-disciplinary artist with a prolific and illustrious career, one of her proudest achievements is the non-profit Debbie Allen Dance Academy she founded in 2001."

BARBIE INSPIRING WOMEN SERIES - VENUS WILLIAMS

As reported by the World Tennis Association, "Venus Williams' legendary push for equal prize money for women tennis players won't just be immortalized in tennis history books. The seven-time Grand Slam singles champion is being commemorated with a new Barbie doll in her likeness. The doll, which is part of Barbie's new Inspiring Women collection, features Williams in the outfit she wore at Wimbledon in 2007, the first year that the grass-court major offered equal prize money for men's and women's singles players. Williams won the tournament, and told USA Today ahead of the August 15 on-sale date for her doll, that it was a "huge moment" in her career, on and off the court. Venus worked with Mattel during the design process - and the doll wears accessories to match the ones Williams wore when she beat Marion Bartoli for the fourth of her five Wimbledon singles titles, including a green gem necklace, drop earrings, wristbands and visors, as well as Reebok sneakers."

Venus said, "To see that moment honored with a Barbie doll is incredibly special. I hope it inspires young girls to speak up, believe in themselves, and know they have the power to change the game too."

BARBIE INSPIRING WOMEN SERIES - ELLEN OCHOA

According to CollectSpace, "As the first Hispanic woman to fly into space, Ellen Ochoa has been awarded the Presidential Medal of Freedom and inducted into the U.S. Astronaut Hall of Fame. Now, she is joining an even more elite group of honorees: space travelers with their own Barbie doll. In September, Mattel revealed the "Barbie Inspiring Women Ellen Ochoa" doll. It's only the fifth time that the iconic fashion doll has honored a real-life space explorer and only the third such doll to be offered for sale to the public. The new Barbie is styled after Ochoa's appearance at the time of her first of four spaceflights in 1993, when she launched on the space shuttle Discovery as a mission specialist on the STS-56 crew. The doll is dressed in a simplified version of the bright orange advanced crew escape system (ACES) pressure suit that Ochoa wore on that flight (as evident by the mission patch), complete with gloves, boots and a helmet. As noted on the doll's packaging, Ochoa followed up her nearly 42 days in space by becoming the second woman and first Latina to be the director of NASA's Johnson Space Center in Houston, Texas in 2013. She retired five years later, concluding a 30-year career with the space agency."

Ochoa explained, "Before I became the first Hispanic woman in space, my journey in STEM [science, technology, engineering and mathematics] was fueled by a deep curiosity and a desire to explore the unknown That's why being honored by Barbie — a brand that inspires imagination and possibility — means so much to me. It's important to me to empower young people to bring their curiosity and personal viewpoint into whatever dreams they choose to pursue — just as I've aimed to do throughout my career. This partnership with Barbie feels like an exciting next step in that mission."

Krista Berger, senior vice president of Barbie and global head of dolls at Mattel, said, "Barbie is honored to introduce Ellen Ochoa, the first Hispanic woman in space and advocate for STEM education, as the latest addition to the Inspiring Women series. As a NASA trailblazer and advocate for women to pursue careers in STEM, we're truly over the moon to amplify her story. Together, we hope this Inspiring Women doll reminds the next generation that with courage, passion and determination, they can be anything they want because Ellen proves that even the sky isn't the limit."

BARBIE SIGNATURE LINE - STEVIE NICKS

According to the description, "Barbie celebrates Stevie Nicks, the Queen of Rock ‘n Roll and first woman to be inducted twice into the Hall of Fame - first with Fleetwood Mac, then as a solo artist. This Stevie Nicks doll -- the second in the Barbie Signature line -- is inspired by her famous look on the cover of Bella Donna, the 1981 album that launched her illustrious solo career. A woman taken by the wind, her iconic flowing white dress features a layered skirt, ruched bodice, and billowy sleeves that sweep the floor -- a hallmark of Stevie’s iconic bewitching boho style. She’s ready to groove on stage in her high-heeled boots, iconic top hat, and beaded earrings peeking through her long, golden waves. With a microphone accessory in hand, this songstress looks just like a white-winged dove."

FIRST BARBIE WITH TYPE-1 DIABETES

Mattel announced the debut of its the first Barbie doll with type 1 diabetes (T1D) in July. "This addition to the line enables more children to see themselves reflected in Barbie and encourages doll play that extends beyond a child's own lived experience, thereby fostering a greater sense of inclusion and empathy – all pillars of the Barbie brand's mission."

According to Krista Berger, Senior Vice President of Barbie and Global Head of Dolls, "Introducing a Barbie doll with type 1 diabetes marks an important step in our commitment to inclusivity and representation. Barbie helps shape children's early perceptions of the world, and by reflecting medical conditions like T1D, we ensure more kids can see themselves in the stories they imagine and the dolls they love.”

The brand's press release explained, "To ensure the doll design truly captures the community, Barbie partnered with Breakthrough T1D (formerly JDRF), the leading global type 1 diabetes research and advocacy organization committed to accelerating life-changing breakthroughs to cure, prevent, and treat type 1 diabetes and its complications. T1D is a chronic autoimmune condition that causes the pancreas to make very little insulin or none at all, leading to dependence on insulin therapy and the risk of short and/or long-term complications. 

Barbie worked closely with Breakthrough T1D to accurately reflect the medical equipment for this condition and the doll's look:

* Continuous Glucose Monitor (CGM): The doll wears a CGM on her arm to help manage her type 1 diabetes. CGMs are small, wearable devices that continuously measure a person’s blood-sugar levels.To keep her CGM in place, she uses heart-shaped medical tape – Barbie pink, of course – along with a phone that displays a CGM app to help track her blood sugar levels throughout the day.

* Insulin Pump: Barbie has an insulin pump, a small, wearable medical device that allows for automated insulin dosing as needed, attached to her waist.

* Blue Polka Dot Outfit: The doll wears a stylish polka dot top and matching skirt with ruffles. Both the color blue and circle print are nods to the global symbols that represent diabetes awareness.

* Purse: The doll comes with a pastel blue purse, perfect for Barbie to carry any essentials, such as type 1 diabetes supplies or snacks, when she's on the go.

The Barbie Fashionistas line features more than 175 looks across various skin tones, eye colors, hair colors and textures, body types, disabilities, and fashion styles, including a Blind Barbie doll, a Barbie doll with Down Syndrome, and a Barbie doll with Hearing Aids, among others. In 2020, Barbie kicked off a multi-year study with researchers at Cardiff University on the short-term and long-term benefits of doll play. It has been found that doll play serves an incredible purpose during key developmental stages, as it may help set children on a course for success by fostering empathy and developing social skills needed to excel, all while imagining their futures on an equal playing field."

DIWALI BARBIE

According to Mattel, "Celebrating Diwali, the Festival of Lights, Barbie doll wears her finest lehenga from Anita Dongre. The Indian couturier has built a global fashion empire with a mission to empower rural women artisans and sustain the exquisite craftsmanship of the country. Like every garment from Anita Dongre, this Midnight Bloom look is a labor of love and an exquisite work of art. This Moonlight Bloom look features a choli top, floral koti vest and lehenga skirt lush with dahlias, jasmine and Indian lotus, representing strength and beauty. The look is finished with golden shoes, bangles and earrings that dazzle by the light! Like every garment from Anita Dongre, the design is both a labor of love and an exquisite work of art." 

LUNAR NEW YEAR BARBIE

According to Mattel, "As the firecrackers ignite, Barbie steps into the Lunar New Year celebration in a lucky red qipao (which symbolizes empowerment and beauty). She steals the scene in this quintessential dress with a modern mermaid gown silhouette, traditional mandarin collar, meihua plum blossom prints, and sheer bell sleeves that flutter as she claps to a festive lion dance. Her dress features a plum blossom floral print, a flower that symbolizes prosperity and resilience, because it can bloom in the cold of winter. To complete her look, Chinese knots, a symbol of good fortune, appear at the collar and adorn her belt. Golden drop earrings, matching the knot color, are also meant to bring good luck. The doll was designed by Joyce Chen."  

According to Barbie doll designer Joyce Chen, "Being able to design the Lunar New Year Barbie series has felt really impactful for both me as a designer and to the consumer market that has always been yearning for more representation in the doll category. Growing up as an Asian American, I feel like it was rare to find toys or dolls that I could connect with. Being able to design the Lunar New Year dolls has been so meaningful for me because I can get in touch with and be inspired by my own culture. I also see how important it is for others when they have a doll that they can relate to. It makes me happy to create such a special Barbie for a holiday that is celebrated by many...I love seeing the continued growth of diversity and representation in dolls, and hope that one day every person in the world can find a doll they connect with."

DIA DE LOS MUERTOS BARBIE AND KEN

According to the description, "The Barbie Día De Muertos collection honors the festive holiday through a curated exploration of fashion that highlights the culture, rituals, and symbols often used during this day of remembrance. Barbie's gown is inspired by the marigold flower, that is traditionally used in Mexican culture to adorn the altars and graves of loved ones. Signifying a warm welcome to both the living and the deceased, these flowers bloom across the dress’s bodice and hem, as well as the crown that frames the doll’s striking calavera face paint. Her ruffled cream gown is trimmed in bright ribbon and scalloped gold lace. Sheer blouson sleeves are a delicate contrast to chunky drop earrings and stacked necklaces. Ken doll's suit is inspired by the marigold flower, that is traditionally used in Mexican culture to adorn the altars and graves of loved ones. Signifying a warm welcome to both the living and the deceased, these flowers sprawl in metallic gold trim down his vest and trouser legs. Bright marigolds bloom at his shirt cuffs, too."

WOMEN IN MUSIC CAREERS

During 2025, Barbie honored women in music with two dolls representing two important roles: musical artist and tour manager. The doll teamed up with Grammy award-winning singer Alicia Keyes, her recording and mix engineer, Ann Mincieli, and their She Is The Music initiative to honor women who chose a career in the music industry. The 2025 Barbie Women in Music Career of the Year Set also aims to inspire the next generation of women who will the music industry's future creators.

INTERNATIONAL WOMEN'S DAY

In early March, ahead of International Women's Day, Mattel announced eight new Barbies to celebrate the power of friendship. According to Mattel, "Women are more likely to achieve happiness and success if they have close and supportive friends. The dolls honoring this notion include U.S. Olympic gold medalists Jordan Chiles and Jade Carey, British actresses and friends Hannah Waddingham and Juno Temple, Australian Grand Slam tennis champions Evonne Goolagong Cawley and Ash Barty, and Brazilian actress Paola Antonini and the real woman she portrayed in a T.V. series, Kelen Ferreira." Unfortunately, the dolls were created as one-of-a-kind for each of the women - and were not for sale.

BARBIE AND MUSEUM OF MODERN ART

According to the MoMA website, “Mattel has launched a new capsule collection in collaboration with the Museum of Modern Art (MoMA), celebrating the fusion of design, creativity, and play. The limited-edition series includes Barbie, Hot Wheels, UNO, and more, each reimagined through the lens of modern art and the museum’s timeless influence on global design.

As the collection’s centerpiece, the MoMA-inspired Barbie captures the essence of modern creativity — sleek lines, abstract color palettes, and fashion that echoes the harmony between art and individuality. Barbie's look feels at once timeless and contemporary, bridging childhood nostalgia with the sophistication of gallery-worthy design.

Inspired by Vincent van Gogh’s masterpiece “The Starry Night,” the doll transforms one of the world’s most iconic paintings into couture fashion. Barbie wears an exquisite evening gown in swirling shades of deep blue and turquoise, echoing the brushstrokes and rhythm of Van Gogh’s night sky. The fabric captures the motion and emotion of the artwork, while her sculpted blonde hair, accented with shimmering blue tones, mirrors the painting’s luminous energy. Every detail — from the fluid silhouette of the dress to the sculptural curls framing her face — pays homage to Van Gogh’s vision of light and movement.

BARBIE AND WICKED FOR GOOD

Mattel was one of numerous cobranding partners with the the second movie (in the two-movie franchise) that arrived in theaters in November directed by Jon M. Chu and starring Ariana Grande and Cynthia Erivo. 

According to Mattel, "Love without limits with Universal Pictures’ Wicked: For Good Enchanting Glinda Fashion Doll! Just like in the film, this Glinda doll stuns in her true-to-movie premium gown with sparkly, multi-layer organza skirt, flutter shoulders and shimmery long sleeves. Her wand, tiara and heels pair beautifully with the removable outfit. Her long, blonde hair with gentle curls completes the legendary look."

And also according to Mattel, "It’s time to fly with Universal Pictures’ Wicked: For Good Thrillifying Elphaba Fashion Doll! Just like in the film, Elphaba stuns in her true-to-movie gown with textured, sparkly details and cape with frayed edges. Her broom, hat, Grimmerie and boots pair beautifully with the removable outfit. Her long, flowing braided hair completes the legendary look. The positively green witch dazzles in a true-to-movie premium gown and cape. No escape from Emerald City is complete without Elphaba doll’s accessories – her iconic broom, hat, boots, and Grimmerie." 

BARBIE YOU CREATE AWARD

Barbie You Create has been named a TIME Best Invention of 2025, chosen by TIME for innovations that are changing how we live. ​According to TIME, "With thousands of styling opportunities, each Barbie You Create kit comes with three diverse articulated body types, swappable heads, face-paint varieties, mix-and-match fashions with a universal fit, and premium wigs – all the makings for the most unique and customizable way to build, style, and pose with Barbie."

SHARE THIS: Barbie's line reinforces the brand's purpose to inspire the limitless potential in every girl. ~Mattel #BarbieInspires #YouCanBeAnything #DebbieLaskeysBlog

And lastly, save the date and swing by my blog on March 9th to celebrate National Barbie Day!

Image Credits: Mattel, MOMA/Mattel, and Mattel.

Let's Celebrate National Barbie Day!

On March 9th, 1959, the Barbie doll made her debut at the American International Toy Fair in New York City. And the rest is history, or more accurately stated, HERstory.

In 1956, Ruth and Elliot Handler took their two teenage children, Barbara and Ken, on a trip to Europe, and during the trip, they saw a doll that looked like an adult woman. This doll was different from the baby dolls that most little girls played with back in America. And after seeing her young daughter ignore her baby dolls to play make-believe with paper dolls of adult women, Handler realized there was an important market niche for a toy that allowed little girls to imagine the future.

Ruth was inspired, and three years later, Mattel's version of the adult doll, which she named after her daughter, debuted and became a big success. The Barbie doll also had a wardrobe of outfits that could be purchased separately. In 1960, the Handlers took their company, Mattel, public, and Barbie quickly became an icon, with a wardrobe and career options that mirrored women's changing goals. In Barbie's first full year of production, there were 300,000 dolls sold.

Ruth Handler said in a 1977 interview with The New York Times, "Every little girl needed a doll through which to project herself into her dream of her future. If she was going to do role-playing of what she would be like when she was 16 or 17, it was a little stupid to play with a doll that had a flat chest. So I gave the doll beautiful breasts. And Barbie kept pace with the times. During Camelot, she sported a Jacqueline Kennedy hairdo. During the 1970's, her career choices and outfits began to change to include a doctor, astronaut, and veterinarian, among others. My whole philosophy of Barbie was that through the doll, a girl could be anything she wanted to be. Barbie always represented the fact that a woman has choices."

Barbie has become one of the world's most popular dolls and owes its success to adapting to the ever-changing markets of various cultures and countries by launching Barbie dolls of shapes, colors, and sizes, and customization to the inhabitants of certain regions. Because Barbie has often been criticized for representing an unattainable beauty ideal for girls and women, the doll has evolved both in style and shape over the years. The Barbie brand also honors pioneering women from throughout history.

Here are some interesting facts about Barbie. Her full name is Barbara Millicent Roberts, and she is from a fictional town in Wisconsin. March 9th is celebrated each year as National Barbie Day, because that was the day she was introduced at the American Toy Fair in New York City in 1959. Barbie recognizes careers in which women are traditionally under-represented to show girls that they can be anything and to encourage discovery and exploration through play, and since her inception, she has had over 250 different careers.

According to Mattel, "Barbie traveled into space in 1965, four years before man walked on the moon. In 1973, Barbie saved lives as a surgeon, at a time when very few women were in the operating room. In 1985, she took to the boardroom as "Day to Night" CEO Barbie, just as women began to break the glass ceiling. In 1992, Barbie ran for president for the first time. In 2016, she ran with the first all-female ticket. To encourage more girls to explore the STEM field, Barbie has been a computer engineer, video game developer, Mars explorer, and robotics engineer. In 2016, to better reflect the world girls see today, Barbie introduced three new body types: curvy, petite, and tall. The launch of the new body types landed Barbie on the cover of Time magazine. And in 2018, Barbie shined a light on empowering role models from the past and present to inspire more girls. The campaign honored extraordinary women from around the world and launched on International Women's Day featuring Frida Kahlo, Katherine Johnson, and Amelia Earhart."

SHARE THIS: Barbie's career line reinforces the brand's purpose to inspire the limitless potential in every girl. ~Mattel #DebbieLaskeysBlog #NationalBarbieDay

Barbie is sold in 150 countries worldwide, and more than 100 Barbie dolls are sold every minute. A Barbie Dreamhouse is sold every two minutes and was first introduced in 1962. Barbie has products in over 50 categories, including food, fitness, and clothing; and the Barbie brand enjoys over 99 percent brand awareness globally.

I recall that my Barbie-related dolls from my youth included a Barbie, Ken, and sister Skipper. Barbie's collection included her Dream House, camper, and airplane. So, in my make-believe world, she was a successful career woman with a fancy home, a fan of camping or a park ranger who lived in a large camper, and an airline pilot.

According to Mattel, "Barbie recognizes all female role models. The Inspiring Women Series pays tribute to the incredible heroines of their time; courageous women who took risks, changed rules, and paved the way for generations of girls to dream bigger than ever before."

Much gratitude and happy birthday to Barbie from me and the millions of other Barbie fans around the world!

Image Credit: Mattel.

Barbie Made News in 2024

During 2024, Barbie made news due to the brand's recognition of some inspiring women as well as holiday customs and colors. This post serves as a recap and a celebration.

But first, some HERstory. Mattel's Barbie has become one of the world's most popular dolls. Introduced in 1959, the Barbie doll owes its success to adapting to the ever-changing markets of various cultures and countries by launching Barbie dolls of shapes, colors, and sizes, and customization to the inhabitants of certain regions. Because Barbie has often been criticized for representing an unattainable beauty ideal for girls and women, the doll has evolved both in style and shape over the years.

The Barbie brand also honors pioneering women from throughout history. According to Mattel, "Barbie recognizes all female role models. The Inspiring Women Series pays tribute to the incredible heroines of their time; courageous women who took risks, changed rules, and paved the way for generations of girls to dream bigger than ever before."

Here are some interesting facts about Barbie. Her full name is Barbara Millicent Roberts. Since her inception, she has had 200 different careers. Around the world, a Barbie doll is sold every three seconds, and March 9th is celebrated annually as National Barbie Day.

And during 2024, to celebrate the 65th birthday of Barbie, Krispy Kreme Doughnuts partnered with Mattel and launched the limited-edition Barbie Collection featuring four doughnuts: the Barbie Pink Doughnut, the Barbie Berries 'n Kreme Doughnut, the Malibu Dream Party Doughnut, and the Barbie Sweet 65th Doughnut.

According to Dave Skena, Global Chief Brand Officer for Krispy Kreme, "We're excited to celebrate the Barbie brand's 65th birthday with a collaboration that's full of fun and flavor. We're bringing Barbie's iconic fashions to life through delicious doughnuts that are sure to thrill Barbie and Krispy Kreme fans alike."

According to Meredith Norrie, Mattel's Vice President of Global Licensing and Consumer Products, "Barbie and Krispy Kreme are two brands that immediately spark joy and elicit sweet memories. As we continue to celebrate Barbie's 65th anniversary this year, Krispy Kreme is the perfect partner to join us, inviting fans across generations to enjoy the perfect blend of flavor and style with nods to Barbie sprinkled into every bite."

BARBIE'S CAREER OF THE YEAR COLLECTION

In January, most likely inspired by the "Barbie" blockbuster film that appealed to movie fans of all ages during the summer of 2023, Mattel announced that its annual "Career of the Year" collection would feature a slate of film-related occupations including a film director, a studio executive, a cinematographer, and a movie star.

While Barbie has worked in more than 250 professions, the annual "Career of the Year" dolls highlight positions in which women are under-represented. According to Mattel, the dolls "inspire imaginations with endless possibilities."

LUNAR NEW YEAR BARBIE

In February, Mattel unveiled its 2024 Lunar New Year Barbie doll: "Barbie is enchanting in a traditional xifu costume, inspired by the beauty of Peking Opera, a cultural treasure of China and often performed to celebrate Lunar New Year and other Chinese holidays. Her elegant robe in lucky red with a colorful peony print symbolizes good fortune. Her dramatic water sleeves are used to create beautiful hand motions and expressions on stage. The look is completed with an ornate headdress with peony accents and cyan blue shoes with pink poms."

INSPIRING WOMEN SERIES HONORED KRISTI YAMAGUCHI

In May, Mattel's Barbie "Inspiring Women Series" - that pays tribute to courageous women who took risks, changed rules, and paved the way for generations of girls to dream bigger than ever before - celebrated Asian Pacific American Heritage Month by paying homage to trailblazing figure skater Kristi Yamaguchi, a two-time World Champion and Olympic gold medalist from the 1992 Winter Olympics in Albertville, France - and the first Asian-American woman to win a gold medal in figure skating. The doll sparkles in a black leotard with gold accents, a reproduction of the costume she wore for her gold medal performance. Following her Olympic career, she became an author and advocate, serving as the founder of nonprofit Always Dream, which is aimed at increasing children's literacy.

BLIND BARBIE

In August, Mattel unveiled its first blind Barbie doll, and alongside the blind Barbie, Mattel also released a Black Barbie with Down syndrome to further diversify its line and "allow even more children to find a doll that represents them and inspire all children to tell more stories through play." According to company press release, "We recognize that Barbie is much more than just a doll; she represents self-expression and can create a sense of belonging. We proudly introduce a new blind Barbie doll and Black doll with Down syndrome to our Barbie Fashionistas line, reinforcing our commitment to creating products that represent global belonging and inclusivity in the doll aisle."

"Mattel partnered with the American Foundation for the Blind, a nonprofit organization dedicated to creating a world of endless possibilities for individuals with blindness and low vision, to ensure that details of the blind Barbie, including face sculpt, fashion, accessories, packaging experience, and e-commerce communication, accurately depict individuals with blindness or low vision."

"In 2023, Mattel introduced the first-ever Barbie doll with Down syndrome, which won the Corporate Social Responsibility Initiative of the Year award presented by the Toy Association. This year, Barbie once again partnered with the National Down Syndrome Society to introduce its next doll with Down syndrome to the Barbie Fashionistas 2024 lineup."

DIWALI BARBIE

In October, Mattel unveiled a new Diwali Barbie doll. According to Mattel, "In a continued commitment to promoting celebrations of heritage, Barbie is unveiling its first ever Barbie Diwali doll collaboration with globally recognized Indian fashion designer Anita Dongre. Blending tradition with Barbie's place in global fashion, the Barbie Diwali doll celebrates India's cultural richness with a worldwide audience. The limited-edition Barbie doll wears a Moonlight Bloom set with a choli top, floral Koti vest and lehenga skirt adorned with dahlias, jasmine and Indian lotus — symbols of strength and beauty. The outfit has been accessorized with gold bangles and shimmering earrings to complete the look and reflect the radiant lights of the festival."

DIA DE LOS MUERTOS DOLLS

Also in October, Mattel launched a special edition Día de Muertos Barbie doll created by Mexican fashion designer Kris Goyri. According to ABC7, "This doll is a tribute to the Mexican celebration in honor of deceased loved ones. This special edition Day of the Dead doll wears a pure white dress inspired by indigenous Oaxaca styles and adorned with papier-mâché cempasúchil flowers (marigolds) that symbolize the path to the afterlife. Goyri emphasizes the importance of connecting with pre-Hispanic roots and traditional crafts, such as those seen in the sash at the waist, representing a typical weaving of Mexican artisans. Goyri hand-designed the makeup, ensuring it captured the essence of the "Catrina," a dapper skull or skeleton character associated with Día de Muertos, and created the hairstyle to achieve authentic Mexican accents. This collaboration not only honors a much-loved tradition but also reflects Barbie's effort to celebrate cultural diversity. This limited-edition doll shows the importance of representation in the toy industry and the need to understand different cultures."

In addition, Mattel launched its 2024 Día de Muertos Collection designed by Javier Maebe. According to Mattel, "The Barbie doll looks luminous wearing a long, black ruffled gown with intricate, colorful detailing and embroidered sugar skulls. Her orange headband highlights her updo and evokes the festival's iconic marigold flowers. Calavera face paint and bright pink accessories complete her festive look. While sold separately, both Barbie and Ken dolls wear complimentary patterns."

BARBIE TRIBUTE COLLECTION HONORED RITA MORENO

In November, The Barbie Tribute Collection - that celebrates visionaries whose incredible contributions have helped shape and impact culture - introduced its Rita Moreno Barbie doll. According to Mattel, "This collectible Barbie doll honors award-winning actress, singer, dancer, and activist Rita Moreno. She is a rare recipient and the first Latina and Puerto-Rican to win the coveted EGOT – America’s most prestigious awards in television, music, film, and theater. The Mattel Rita Moreno doll wears an elegant black and gold boatneck gown reminiscent of her iconic outfit that she's worn twice on the red carpet, once in 1962 and again in 2018. Opera length gloves and classic heels complete her elegant ensemble."

However, during November, Mattel went into crisis mode once shoppers noticed that the packaging for its WICKED dolls included a website for pornography rather than the movie's correct website. Mattel said in a statement, "We were made aware of a misprint on the packaging of the Mattel Wicked collection dolls, primarily sold in the U.S., which intended to direct consumers to the official WickedMovie.com landing page. We deeply regret this unfortunate error and are taking immediate action to remedy this. The listed website is not appropriate for children. For consumers who have bought the dolls, discard the product packaging or obscure the link." However, some consumers are trying to make Mattel's loss their gain: Multiple sellers have listed the toys on eBay for as much as $500 (rather than the $40 regular price), some advertising "RARE URL ERROR MISPRINT."

What inspirational women would you like to see transformed into a Barbie doll? Tune in next January to see who Mattel recognizes with this unique honor during 2025.

Image Credit: Mattel and Krispy Kreme.

Marketing News of the Week: Barbie, Brand Changes, Zoos, and More

During the last week, okay couple of weeks, there were many news stories that reflected brand strategy, brand changes, brand storytelling, personal branding, and more. And while the Olympics took center stage in Paris with its amazing images and inspiring athletes, don't forget to swing by this blog on August 13th for a recap of the 33rd Olympiad and on August 14th for five business lessons learned from the Paris Olympics. Now, let's direct our attention to other marketing news.

BARBIE NEWS

Mattel unveiled its first blind Barbie doll, and alongside the blind Barbie, Mattel also released a Black Barbie with Down syndrome to further diversify its line and "allow even more children to find a doll that represents them and inspire all children to tell more stories through play." According to company press release, "We recognize that Barbie is much more than just a doll; she represents self-expression and can create a sense of belonging. We proudly introduce a new blind Barbie doll and Black doll with Down syndrome to our Barbie Fashionistas line, reinforcing our commitment to creating products that represent global belonging and inclusivity in the doll aisle."

"Mattel partnered with the American Foundation for the Blind, a nonprofit organization dedicated to creating a world of endless possibilities for individuals with blindness and low vision, to ensure that details of the blind Barbie, including face sculpt, fashion, accessories, packaging experience, and e-commerce communication, accurately depict individuals with blindness or low vision."

"In 2023, Mattel introduced the first-ever Barbie doll with Down syndrome, which won the Corporate Social Responsibility Initiative of the Year award presented by the Toy Association. This year, Barbie once again partnered with the National Down Syndrome Society to introduce its next doll with Down syndrome to the Barbie Fashionistas 2024 lineup."

CNN.COM'S OPINION SECTION SAYS GOODBYE

CNN.com will permanently shut down its standalone opinion section on its website. According to The Media Mix, "The move is part of a wider cost-cutting measure announced by CEO Mark Thompson who unveiled a broad global restructure of CNN's content output across digital, video, and TV." According to The Hill, "The opinion section served as a platform for diverse voices and recently featured a variety of pieces about the 2024 Presidential election, as well as buzzy topics like the Olympics and Generation Z social media influencer trends."

CBS EVENING NEWS

Norah O'Donnell, who has been the anchor of the evening broadcast for nearly five years, announced that she will transition to a new role as senior correspondent after the 2024 Presidential election. She explained, "I have spent 12 years in the anchor chair here at CBS News, tied to a daily broadcast and the rigors of a relentless news cycle. It's time to do something different. This presidential election will be my seventh as a journalist, and for many of us in this business, we tend to look at our careers in terms of these milestone events. I made a "long-term commitment" to stay with CBS News and will continue to do the same storytelling and big interviews that have been our hallmark." Time will tell as to how this transition will impact O'Donnell's personal brand and fan base.

MOVIE NEWS

According to Forbes, with sales of $1.5+ billion, "Inside Out 2" became the highest-grossing animated film of all time - and will be a top contender for the 2024 box office crown. For that recognition, we'll have to wait until holiday films including "Mufasa: The Lion King" and "Wicked" are released.

PANDAS ARRIVE ON DISPLAY AT SAN DIEGO ZOO

While many folks travel to San Diego for their summer get-aways, two giant pandas, who arrived from China, go on public display at the San Diego Zoo on August 8th. These two pandas are the first pair to enter the United States in 21 years. According to the San Diego Zoo, "Since arriving in late June, the pair has been acclimating to their home in the newly reimagined Panda Ridge. This innovative space is four times larger than the San Diego Zoo's previous panda habitat and is inspired by famous geological formations in China, emulating mountains, canyons, and cliffs. It features new shade trees for climbing, a diverse array of plants, and rolling hillsides that allow Yun Chuan and Xin Bao to navigate and explore vertically."

According to Paul Baribault, President and CEO of San Diego Zoo Wildlife Alliance since 2019, "We are delighted to introduce Yun Chuan and Xin Bao to our San Diego Zoo community. Our newest residents will bring joy to our visitors and symbolize the enduring spirit of international conservation efforts. Together with our partners, we continue to make significant strides in ensuring a hopeful future for this iconic species."

PHILADELPHIA ZOO CELEBRATES 150 YEARS

Speaking of zoos, do you know which zoo is the oldest in the United States? If you answered with the Philadelphia Zoo, then you're correct. During July, the Philadelphia Zoo celebrated its 150th anniversary. According to Dr. Jo-Elle Mogerman, President and CEO of America's first zoo since October 2023, "On July 1, 1874, the Zoo held its grand opening. On that day, more than 3,000 guests experienced the first zoo in America. Since then, we've welcomed nearly 100 million guests from our city, region, country, and around the world, connecting them to the wonders of wildlife and inspiring action to protect what is precious on our planet. If you're a regular visitor, a member, someone who visited many years ago, or a traveler to Philly this summer, we invite you to celebrate with us as we mark this milestone in our story."

SOUTHWEST AIRLINES' SEATS

Breaking a 50-year tradition, Southwest Airlines announced that it will begin selling assigned seats. Previously, customers would board planes by section rather than by specific seats. Will this damage the brand? Time will tell.

DENMARK FREE TOURIST PERKS

Copenhagen, Denmark's capital city, has announced that it will offer free perks to tourists who make sustainability choices, such as walking, biking, taking public transportation, or picking up litter. Tourists could get a free kayak rental, free cup of coffee, or free ice cream. Want to visit the city of spires?

CARVEL ICE CREAM

Carvel Ice Cream announced that on August 15th, it would kick off the fall season with the re-introduction of its Pumpkin Cheesecake menu items. Initially offered in 2023, pumpkin lovers can rejoice. Here are the limited time items: Pumpkin Cheesecake Soft Serve, Pumpkin Cheesecake Scooped, Pumpkin Cheesecake Shake, Pumpkin Cheesecake Sundae Dasher, Pumpkin Cheesecake Flying Saucer, and Pumpkin Cheesecake Ice Cream Pop. Ready for pumpkin cheesecake yet?

What other recent marketing buzz caught your attention? There's always something happening that impacts marketing, so tune in to #DebbieLaskeysBlog for the scoop!

Image Credits: Mattel and DiscoverPhl via TikTok.

Meet the San Diego Zoo's Pandas:

https://zoo.sandiegozoo.org/giant-pandas

and

Harmony in Black and White: 30 Years of Hope, Friendship, and Collaboration for Giant Panda Conservation:

https://stories.sandiegozoo.org/2024/06/26/harmony-in-black-and-white/

Watch the Timeline of the Philadelphia Zoo's First 150 Years:

https://www.philadelphiazoo.org/150anniversary/

Marketing News of the Week: Barbie, Starbucks, Tesla, and More

During the past week (okay, couple of weeks), there were news stories that reflected advertising, personal branding, brand identity, product packaging, and more.

THE NEWEST "INSPIRING WOMEN" BARBIE DOLL

Mattel's Barbie "Inspiring Women Series" pays tribute to courageous women who took risks, changed rules, and paved the way for generations of girls to dream bigger than ever before. To celebrate Asian Pacific American Heritage Month in May, Barbie is paying homage to trailblazing figure skater Kristi Yamaguchi, a two-time World Champion and Olympic gold medalist from the 1992 Winter Olympics in Albertville, France - and the first Asian-American woman to win a gold medal in figure skating. The doll sparkles in a black leotard with gold accents, a reproduction of the costume she wore for her gold medal performance. Following her Olympic career, she became an author and advocate, serving as the founder of nonprofit Always Dream, which is aimed at increasing children's literacy.

ONLINE RETAILER WAYFAIR ANNOUNCES PHYSICAL STORE

While many online retailers improved their sales, Wayfair (the Boston-based online furniture and home furnishings seller) has announced that it will open its first physical store in suburban Chicago in May. According to CBS News, "Wayfair has struggled with a dwindling customer base as the pandemic wound down and people returned to the office and began spending less time at home." How will this dramatic change impact the Wayfair's brand identity?

STARBUCKS' PLASTIC CUPS GET A MAKEOVER

According to the coffee brand's website section entitled, STORIES AND NEWS: "How much plastic can you remove from a cup while making sure it still feels sturdy in a customer’s hand? Turns out, 10 to 20 percent. In April, Starbucks is proud to announce the debut of a lineup of more sustainable cold cups in stores across the US and Canada. They're not only made with less plastic than previous cold cups, they are also projected to reduce emissions and conserve water in the production process, while streamlining the workflow for store partners (employees) by consolidating the lid combinations and simplifying storage. The new cups are part of Starbucks commitment to cut its carbon, water, and waste footprints in half by 2030. Also in that timeframe, Starbucks has committed to making sure all customer packaging is reusable, recyclable or compostable. Based on analysis of life cycle assessments, producing the new cups is projected to save, annually, emissions equivalent to taking about 5,200 cars off the road, and conserve about 2,800 Olympic-sized swimming pools of water. The new cups will keep more than 13.5 million pounds of plastic from landfills each year. And they cost less to make." Will these changes make Starbucks customers love the brand more?

RED LOBSTER BANKRUPTCY

Due to the seafood restaurant chain's famous "endless shrimp promotion," the chain reported $11 million in losses and is currently considering filing for bankruptcy. "The "Endless Shrimp" promotion, a beloved tradition for over 18 years, reached a new level of permanence in June 2023 when the chain declared it would become a constant offering. Dubbed the "Ultimate Endless Shrimp," the updated promotion allowed customers to enjoy unlimited servings of shrimp for just $20, including the iconic Cheddar Bay Biscuits. Initially a periodic special, its immense popularity spurred the decision to make it a permanent feature on the menu. Despite its success in attracting large crowds, this deal has not translated into sustainable profits for the company."

RUSSIAN ATHLETES AND PARIS OLYMPICS

Due to the conflict between Russia and Ukraine, athletes from Russia (and also their ally Belarus) will not be competing in the upcoming Paris Olympics under the Russian flag. Instead, they will compete as "individual neutral athletes" (INAs) without their flags, anthems, and emblems. In addition, Russian and Belarusian athletes must not have actively supported the war in Ukraine. The athletes must meet all anti-doping criteria, and only individual athletes can compete - no team sports.

TV FICTION MEETS REAL LIFE

Most television viewers are familiar with the show LAW & ORDER: SVU. Actress and advocate Mariska Hargitay recently paused filming in New York City to help a lost child, who recognized her due to her character on the show as a helpful police captain. Talk about the power of personal branding - and in this instance, for a fictional character!

SAN FRANCISCO VERSUS OAKLAND

San Francisco has filed a lawsuit against Oakland, its neighboring city across the bay, to stop the name change from "The Metropolitan Oakland International Airport" to "San Francisco Bay Oakland International Airport." The Port of Oakland, who runs the Oakland Airport, believes that a rebrand would cost about $150,000.

SAN FRANCISCO ZOO WELCOMES PANDAS

San Francisco Mayor London Breed has announced that China will send giant pandas to live at San Francisco's zoo for the first time, "San Francisco is absolutely thrilled that we will be welcoming Giant Pandas to our San Francisco Zoo. It's an honor that our city has been chosen for the first time to be a long-term home for Giant Pandas." According to CNN, "Pandas have served as something of an unofficial barometer of China-US relations since 1972, when Beijing gifted a pair to the Smithsonian National Zoo, following US President Richard Nixon's historic ice-breaking trip to China. Fewer than 2,000 giant pandas remain in the wild, according to the World Wildlife Fund, which lists the species as vulnerable."

TESLA LAYS OFF MARKETING TEAM

For most of its history, Tesla has survived without any traditional advertising. But last May, Elon Musk said he would "try out a little advertising and see how it goes." Mush has said that he hates advertising, but agreed to the move after investors called for it, with the plan to be more like Apple. The marketing team of 40 launched four months ago, and the decision to cut out the team came as a result of slumping sales. Will the end of Tesla's advertising efforts impact Tesla's brand?

HIGH-SPEED RAIL BETWEEN LAS VEGAS AND SOUTHERN CALIFORNIA

The idea of having a quick train between Las Vegas and the Los Angeles area has been discussed for decades, and finally, ground has been broken. The project is set to be completed for the Los Angeles Summer Olympics in July 2028. Just think of all the marketing for the train once it has been completed, as well as all the advertising and co-branding between LA-Las Vegas trips.

SNICKERS NEW AD CAMPAIGN

A new ad campaign called "Hungry Skies" will launch in 30 countries and run through the first quarter of 2025. The featured tagline is, "Maybe hungry flyers just need a Snickers." According to a company press release, "The campaign pokes fun at out-of-sorts passengers with spots featuring airborne agitations like in-seat yoga, repeatedly pressing the call button, and even sharing a seat with an emotional support snake."

According to Rankin Carroll, Chief Brand Officer of Mars Snacking, "For nearly 20 years, SNICKERS has been the satisfying solution for moments when hunger has us feeling out-of-sorts. With international tourism expected to grow 15% in 2024 and over 6 million people flying every day, this campaign captures those increasingly and absurdly relatable instances we've all encountered traveling and reminds hungry travelers to grab a SNICKERS, to help them as they navigate the turbulent skies of travel."

What other recent marketing buzz caught your attention? There's always something happening that impacts marketing, so tune in to #DebbieLaskeysBlog for the scoop!

Image Credits: Mattel, Oakland Airport, and Snickers.

Barbie Made News in 2023

During 2023, Barbie made news, actually LOTS OF NEWS ranging from recognition of some inspiring women to a blockbuster movie. This post serves as a recap and a celebration.

Mattel’s Barbie has become one of the world’s most popular dolls. Introduced in 1959, the Barbie doll owes its success to adapting to the ever-changing markets of various cultures and countries by launching Barbie dolls of shapes, colors, and sizes, and customization to the inhabitants of certain regions. Because Barbie has often been criticized for representing an unattainable beauty ideal for girls and women, the doll has evolved both in style and shape over the years.

The Barbie brand also honors pioneering women from throughout history. According to Mattel, "Barbie recognizes all female role models. The Inspiring Women Series pays tribute to the incredible heroines of their time; courageous women who took risks, changed rules, and paved the way for generations of girls to dream bigger than ever before."

Here are some interesting facts you may not know about Barbie. Her full name is Barbara Millicent Roberts. Since her inception, she has had 200 different careers. Around the world, a Barbie doll is sold every three seconds, and March 9 is celebrated each year as National Barbie Day.

2023 Career Collection - Women in Sports - September 2023:
Barbie's 2023 Career of the Year lineup honored women making strides toward equality in sports. The four featured dolls included a general manager with an official ID badge; a coach holding a playbook and megaphone; a referee equipped with headset, whistle and flag; and a sports reporter with microphone and notebook. According to Mattel, "The Career of the Year collection is an annual special release that features dolls in culturally relevant and aspirational roles in fields where women are under-represented."

According to Mattel's press release, "Women have been working toward greater gender equality in sports for decades, but still in 2023, women only make up 25 percent of U.S. college level head coaches, and only 30 percent of global sports participants are women. This year, our Career of the Year lineup highlights four careers in the sports industry to encourage girls to pursue involvement in sports and increase opportunities for girls as the next generation of empowered women."

In addition to this collection, Mattel announced its partnership with Voice in Sport, an online community and advocacy group for women and girls in sports, offering research, mentorship, and other resources.

Barbie Signature - Tribute Collection - Maria Felix - August 2023:
On the National Day of Mexican Cinema, the legacy of Maria Felix as one of the best actresses of the Mexican Golden Cinema was honored with a limited edition doll. Since 1943, her name gained relevance after her participation in the film, El Penon de las Animas, or translated into English, The Rock of Souls. According to doll designer Carlyle Nuera, "An incomparable beauty with ambition, intelligence, drive, and a social conscience, María Felix was a Mexican movie star whose performances in film captivated audiences across the world. She used her fame and influence to advocate for positive change across Mexican and Latin societies. Barbie honors this cultural icon with a doll that glimmers in an elegant gold and black gown and shines with ornate oversized jewelry.”

Barbie Inspiring Women Series - Celia Cruz - September 2023:
To celebrate Hispanic Heritage Month, the legacy of Celia Cruz was honored with a Barbie doll. Her doll featured a stunning blond wig styled in an elegant high bun complemented by a necklace, long earrings, and distinctive gold dancing shoes.

According to Mattel, "A dazzling performer of many genres of Afro-Caribbean music, Celia Cruz had a powerful contralto voice, energetic stage presence, and a unique style that endeared her to fans from different nationalities and across generations. One of few women to succeed in the male-dominated world of salsa music, the "Queen of Salsa" performed for more than five decades and recorded more than 50 albums. She garnered more than 100 worldwide recognitions, multiple platinum and gold records, three GRAMMY awards and four Latin GRAMMY awards, three honorary doctorates, the Presidential Medal of Arts, and a star on Hollywood’s Walk of Fame."

Music Series Barbie - Stevie Nicks - October 2023:
To celebrate Stevie Nicks' 75th birthday, Mattel honored her with a Barbie doll. According to Entertainment Weekly, "The Fleetwood Mac frontwoman's doll features Nicks in a beguiling black dress with chiffon statement sleeves inspired by the iconic dress she wore on the album cover for the band's 1977 album Rumours. The spellbinding look is completed by a golden moon necklace, knee-length black boots, and a tambourine with cascading ribbons. Nicks' doll is part of Mattel's Music Series Barbies, joining the ranks of Gloria Estefan, David Bowie, Elvis Presley, Elton John, and Tina Turner, who have all been honored with their own Barbies."

Barbie Inspiring Women Series - Wilma Mankiller - November 2023:
Wilma Mankiller was a fierce advocate for Native American and women's rights, and the first female Principal Chief of the Cherokee Nation. As a social worker, she worked to empower indigenous communities, which earned her the Presidential Medal of Freedom in 1998, the highest civilian honor, from President Bill Clinton. Two of her many accomplishments included a decline in the infant mortality rate and a rise in educational achievement in the Cherokee Nation. Mattel worked with Mankiller's family and friends to design the doll, which is dressed in a turquoise dress with striping to represent the four directions of a compass: north, south, east, and west.

And of course, there was the blockbuster that appeared in movie theaters on July 21, 2023. Directed by Greta Gerwig and starring Margot Robbie, the Barbie movie definitely made its mark on Hollywood and beyond. Here is one of the movie's stand-out moments:

"Gloria's (America Ferrera) moving monologue is one of the film's most powerful quotes. Gloria describes the immense expectations and the unfair standards that females are subjected to in order to be viewed as desirable and liked by others. During the scene, Barbie has an emotional moment confessing how she feels she is not good enough for anything. Gloria tells Barbie how she is so beautiful, and it kills Gloria that Barbie doesn't think she is good enough. Gloria continues by saying, "I'm just so tired of watching myself, and every single other woman tie herself into knots so that people will like us."

What inspirational women would you like to see transformed into a Barbie doll? Tune in next January to see who Mattel honors during 2024.


Image Credit: Mattel.

When Creating a Product Name, ONE WORD Can Make a Difference

On International Women’s Day in March 2016, a famous company known around the world for one of its products became THE NEWS as a result of a new product launch announced earlier this year. The company is Mattel, the product known around the world is Barbie – and the new product’s name is “Interim CEO Barbie.” From a marketing perspective, why would a company made famous by its adult woman doll launch a professional businesswoman doll and add the word “Interim?” This product name seems rather odd.

Before we analyze the reasons for this move, we need to take a walk back through history. In 1945, Ruth and Elliot Handler started their company, Mattel, combining Elliot's name with the last name of their partner, Harold Matson. In 1956, the Handlers took their two teenage children, Barbara and Ken, on a trip to Europe, and during the trip, they saw a doll that looked like an adult woman. This doll was much different from the baby dolls that most little girls played with back in America.

Ruth was inspired, and three years later, Mattel’s version of the adult doll, which she named after her daughter, debuted and became a big success. The Barbie doll also had a wardrobe of outfits that could be purchased separately. In 1960, the Handlers took Mattel public, and Barbie quickly became an icon, with a wardrobe and career options that mirrored women’s changing goals.

Ruth Handler said in a 1977 interview with The New York Times, “Every little girl needed a doll through which to project herself into her dream of her future. If she was going to do role-playing of what she would be like when she was 16 or 17, it was a little stupid to play with a doll that had a flat chest. So I gave the doll beautiful breasts. And Barbie kept pace with the times. During Camelot, she sported a Jacqueline Kennedy hairdo. During the 1970’s, her career choices and outfits begin to change to include a doctor, astronaut and veterinarian, among others. My whole philosophy of Barbie was that through the doll, a girl could be anything she wanted to be. Barbie always represented the fact that a woman has choices.”

According to the BBC News, “Barbie was one of the first toys to have a marketing strategy based extensively on television advertising, which has been copied widely by other toys. It is estimated that over a billion Barbie dolls have been sold worldwide in over 150 countries, with Mattel claiming that three Barbie dolls are sold every second.”

So, with all the emphasis on career options and women’s choices, why would Mattel create a new Barbie with the name of INTERIM CEO? According to Heidrick and Struggles, a recruiting firm, women now hold 20 percent of corporate board seats among Fortune 500 companies, up from 19 percent in 2013 and 17 percent in 2009. If those numbers are correct, it will take 28 years before women comprise 50 percent of corporate board seats. While the percentage of female Fortune 500 board leaders is still staggeringly low, it's nearly twice that of female CEOs, who make up just 4.6 percent of those companies (as of June 29, 2015).

Back to Mattel’s decision for this new doll’s name. Who wants to grow up to become an INTERIM CEO? How does that title motivate a young girl or teenager who sees the new doll on the Target or Walmart shelf or on Amazon.com? More importantly, how would a parent explain the title to his or her child so that the child understands this individual’s role and value in a business? Above all, why would a young adult want to grow up and become an INTERIM CEO?

Renee Chanon, former President of the League of Women Voters of Los Angeles and a retired public affairs consultant, explained, “Mattel may want us to believe that the new Barbie is empowering girls, but it’s really telling them to settle for second best.”

But wait a minute! Have you checked your calendar today? Yes, that’s right, it’s April 1st, and that means it’s April Fool’s Day. So, if you had doubts that this story about a new doll from Mattel with the name “Interim CEO” was fake, you would be correct. While Barbie has been a football coach, dentist, yoga teacher, veterinarian, United States Air Force jet pilot, UNICEF summit diplomat, firefighter, police officer, architect, chef, astronaut, architect, film director, and ballerina, she has never been an “Interim CEO.”

However, on March 8, 2016, this story was reported in the Los Angeles media by a well known and very respected business reporter. After learning that this story was fake, I reached out to the reporter, the radio station’s news desk, and Mattel. Unfortunately, I did not receive any email or letter from the reporter, the radio station, nor Mattel – and I sent a letter to the CEO, the President, and the media inquiry office.

This Barbie story caused me to reflect how businesses respond to crisis communications. Do most businesses have crisis communications plans in place? Do they respond in social media? Or do they disappear under a rock with the hope that a bad news story quickly disappears? Certainly, a bigger news story will push fake stories away from reporters’ desks, such as, international terror attacks or plane crashes, but reporters should take ownership for their goofs and admit when they get a story wrong.

Reporters are brands – just as products and services are brands – and they must realize that their reports are representations of their personal brands. So the next time I hear a report that sounds odd, I probably won’t even question it, but will instead, go with my gut and know it’s too odd to be true. If I had been able to discuss this story with Ruth Handler, she would have known immediately that the Los Angeles reporter had been wrong – because of one word in the product’s name!


Original Report:
http://www.clickhole.com/article/empowering-mattel-just-released-interim-ceo-barbie-3945   

Obituary of Ruth Handler in The New York Times:
http://www.nytimes.com/2002/04/29/arts/ruth-handler-whose-barbie-gave-dolls-curves-dies-at-85.html

List of women CEOs of Fortune 500 companies
https://en.wikipedia.org/wiki/List_of_women_CEOs_of_Fortune_500_companies 

Image Credit: Photo of Dr. Barbie by Debbie Laskey.