Mattel takes change of direction

Toy manufacturer Mattel has taken a change of direction for its Barbie doll advertising with a new lifestyle campaign through Ogilvy & Mather.

The campaign, featuring the tag line ‘Be Anything’, will be launched this month and takes the focus off particular products or dolls for the first time. Instead it concentrates on girls’ lifestyles, depicted through black and white photography.

Andrea Bergstein, business unit manager for girls’ and boys’ toys, says: ‘Be Anything is a lifestyle campaign about the aspirations Barbie inspires in young girls today.’ The campaign is aimed at girls aged four to nine and will air on ITV, GMTV, Nickelodeon and Cartoon Network. The Barbie brand is worth about &£180m in the UK.

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