US – Barbie is appealing to Millennial parents with Imagine the Possibilities, a campaign showing the power of imaginative play.
Imagine the Possibilities marks the beginning of an ‘ongoing brand evolution designed to encourage parents to reappraise the role Barbie can play in a child’s life,’ explains Evelyn Mazzocco, global senior vice-president and general manager of Barbie.
The ad closes with the empowering image of a young girl using her Barbie dolls to recreate a lecture hall. The dolls may still be modelled on an unrealistic body image, but the campaign is a step in the right direction.
Now between the ages of 25 and 40, Millennials dominate the spectrum of first-time mothers. Brands that create products and services for young children must consider the needs and expectations of this lucrative market.