Barbie better connects with Malaysian girls

(Marketingmagazine.com.my) – Bringing its global “You Can Be Anything” campaign to the local market Barbie had kicked off an interesting initiative to better connect with its local fans.

Launching its Barbie: World of Endless Possibilities Exhibition at Sunway Pyramid held last weekend, fans saw over 200 Barbie dolls; showcasing everything Barbie has been and will be, through immersive installations, accompanied by interactive workshops for children.

Visitor’s journeyed through six themes of the exhibition featuring the global icon then, today and tomorrow through visual images, videos and dolls displays.

The event targeted at girls age 3 to 6-year-old and their mothers aim to inspire both mum’s and daughters that they are able to grow up in an environment with limitless opportunities.

Sharing more on the campaign’s objectives with MARKETING, Shu Mei, Senior Brand Manager for Mattel Southeast Asia for GIRLS added,

“Our story to girls through this exhibition is simple: You Can Be Anything. Through the exhibition, our audience can take a walk with Barbie into a world of endless possibilities.

We believe it will resonate and engage well with our audience, young girls that are full of imagination and aspiration, and to parents that are acutely aware of the challenges their daughters will face, and want them to succeed in life and grow up to become well-rounded women.”

The local campaign is conceptualized and executed by BRANDTHINK Malaysia.

Last year Barbie launched their ‘Imagine The Possibilities’ campaign video which called for little girls to dream big and start planning their careers.

The move created plenty of buzz for the brand when it went viral, to date the video has been shared over 21 million times on YouTube.

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