Spin Art Designer, Feature Hair Princess, Ultimate Puppy Mobile, Galaxy Barbie doll & flying cat
This is a story of how Barbie completely revitalised its brand across Asia by demonstrating the sheer transformative power that imaginative play has on young girls.
For 55 years, Barbie’s iconic brand of imaginative play had inspired generations of girls across the Western continents. However, in Asia – where 7 in 10 parents don't value imaginative play (free play) in their children’s development; preferring more structured, skill-based activities; Barbie found herself in the second slowest growing Dolls category in the fastest growing markets for Toys. For Barbie to grow, she urgently needed to get parents of young girls across Asia to re-appraise imaginative play as invaluable to their child.
Everything changed when ‘The Power of Play’ was launched. Inspired by the finding that just a few moments playing with Barbie can significantly boost a child’s creativity, problem solving and social interaction skills, we produced a series of highly persuasive and unscripted videos to document these transformations.
Supporting these with a set of strategically deployed campaign elements, ‘The Power of Play’ touched more than 25 million hearts of Asian moms, started a discussion about the importance of imaginative play, and introduced Barbie into the lives of little girls across Asia.