Multi-Media Showcase

Barbie “Dads Who Play Barbie”

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Find out how Barbie included fathers into their narrative. Marketers at Mattel wanted to shift consumers’ focus to Barbie’s purpose and get parents “to reappraise the role of Barbie in their world and to really see Barbie as a vehicle for storytelling and imagination”, and they found that the more a father was involved with their daughter’s imaginative play, the more he could help contribute to her real-life development.