Barbie champions the spirit of Imagination

(marketingmagazine.com.my) – Mattel Asia launched a new video for its Barbie brand as part of its initiative to empower girls. It takes on the widely held belief in Asia that imaginative play is not important to a child’s development, with the release of, “The Power of Play with Barbie,” a part of the You Can Be Anything brand campaign.

The brand launched the campaign based on the insights that parents in Asia see imaginative play as distracting from their child’s development, with some even considering play as harmful to learning. The video launched was to demonstrate the power of play when a girl plays with Barbie, she can imagine anything, which is important in inculcating creativity.

The centerpiece of the campaign is an online video structured as a social experiment. In part one of the experiment, five girls from Asia and Australia were asked to tell an imaginative story on the spot: the girls stalled, hesitated, and eventually gave up. In part two, the girls unboxed one of four Barbie products and were asked to tell a story again: this time, the girls naturally expressed inspired stories using Barbie to role-play and connect with others, demonstrating creativity, improvisation and emotional intelligence.

The campaign launches across social and video platforms across Asia, including Facebook, WeChat, YouTube, and Weibo beginning October 25th, 2016.

“Barbie is the only brand that allows girls to imagine anything they can be. With this campaign we wanted to build an emotional connection with Asian parents by introducing them to the wonderful benefits of imaginative play and storytelling with Barbie to promote confidence and curiosity, said Andrea Vitali, Director, APAC Marketing. Building on the global success of the Cannes Lion awarded global campaign “Imagine the Possibilities,” we worked with BBDO Asia to develop an engaging video that we hope will connect with moms while communicating the values of our brand.”

View the video below:

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