Imagine that

US – Barbie is appealing to Millennial parents with Imagine the Possibilities, a campaign showing the power of imaginative play.

• The Mattel-owned franchise has faced criticism in the past over the design of its dolls and for reinforcing patriarchal gender roles
• The campaign appeals to parents who are less concerned by traditional gender roles

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.

Its candid camera-style ad by BBDO San Francisco and New York shows a group of Tiny Tot Feminists adopting the roles of professor, veterinarian, businesswoman and sports coach.

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.