Ruth Handler, creator of the Barbie doll, once said, "My whole philosophy of Barbie was that through the doll, the little girl could be anything she wanted to be. Barbie always represented the fact that a woman has choices. ... Every little girl needed a doll through which to project herself into her dream of her future."

Manifesto

They may not know who they are yet. They might be thinking back to the road not taken. Success and happiness often feel up in the air. Yet, they know what they believe in. Equality. Empowerment. Undefined beauty. 

These are the ideas to which they raise their flag. They see perfection as a disease of the nation and don't wait idly for change to happen. The idea of choice isn't taken for granted and they want to make sure the right one is made; for themselves, their community, their planet, and their children. 

It's important to have conviction, and they are personally invested in their declarations. Invisible question marks have no place at the end of their statements. 

They are the ones who are waiting for a toy that will motivate and inspire children, even if they have yet to become parents. Something that makes sense and reflects the world in which they live in. 

A toy that doesn't frame or constrict what it means to be beautiful because everyone should be free to push boundaries and discover a sense of fearlessness. 

This is their anthem:

Find what you like. Live how you want. Go where you belong. Never hold back on something that's right. Be you; unapologetically, authentically, completely you.


Because I'm a kid.

Copy

Whether you're a pirate or a president, a poet or a princess, a painter or a plumber, a park ranger or a public relations manager, you can wear a sparkly pink heel.

Anything goes. What do you want to be today?

Dream with me. Imagine with me. Play with me. Barbie

 

It doesn't matter if you're in Sparta or Spain, in space or a spring garden, in a spooky mansion at the top of a hill or at the spa, you can drive a sparkly pink car.

Anything goes. Where are we going to go today?

Dream with me. Imagine with me. Play with me. Barbie

 

The day is yours for the taking, you could spot punch buggies or pour some tea, make elaborate mud pies or spell supercalifragilisticexpialidocious, and you can bring along a sparkly pink saddle too.

Anything goes. What are we going to do today?

Dream with me. Imagine with me. Play with me. Barbie


Career Builder

Ages 6-8

Barbie is someone I look up to.

Idea:

Barbie has had over 150 careers, with that much experience on her resume, she's the perfect guide to help answer the age old question, "What do you want to be when you grow up?" The Barbie Career Builder is a website that functions like Wikipedia, describing careers, interests, and skills that young people want to know more about. For example, if they wanted to be a veterinarian, the website would explain how to get there and the skills they would need or activities they should participate in to help them understand the career better. It also features quotes from and interviews with successful women. This website has endless potential as it can be sponsored by brands and endorsed by celebrities; whether it be fashion, technology, athletics, or engineering. To sum up, the rebranded Career Barbie dolls will stand for success stories, real people, and limitless possibilities. Barbie becomes their idol, someone who can guide them and connect them with inspirations. 

 

My First App

Ages 2-5

Barbie is my friend. 

Picture this:

A lifestyle app for kids that includes health and fitness videos, educational and recreational games, as well as motivational ebooks. It also features a unique Barbie avatar whose features, such as skin tone, height, body shape, and clothing, can be customized. It encourages kids to be active. It creates bonding moments for parents. Activities that kids learn to do for the first time, such as riding a bike, hosting a sleepover or birthday party, and building forts are included as part of the Barbie experience; the app is a hub where kids can be inspired and record accomplishments. Most importantly, Barbie is like a best friend. 

 

Because I'm a Kid

 

Director: Van Wickiam, Cinematographer: Dan Lee, Copywriter: Cara Lau, Actress: Alix Rushton

Script

Any adventure is possible with my best friend. Everyday is different and every hour blends into the next. Today, she was a fairy flying by my window, a mermaid who could turn bathtubs into oceans, and a princess who knew how to colour outside the lines. 

When she’s by my side, I feel free to do whatever, share whenever, dress however, and try everything ever. Because there are always a bajillion, actually wait, a kazillion things to be up to. Because I’m a kid and the best part of my day has yet to come. 

Dream with me. Imagine with me. Play with me. 

Barbie

 

Strategy

Ruth Handler, creator of the Barbie doll, once said, "My whole philosophy of Barbie was that through the doll, the little girl could be anything she wanted to be. Barbie always represented the fact that a woman has choices. ... Every little girl needed a doll through which to project herself into her dream of her future."

However, over the last few decades Barbie has accumulated a wealthy reputation for being a collector rather an imagineer. She knows every high fashion designer worth knowing and customizes every luxury in a bright pink hue. Of course, most of it also glitters.

Barbie used to stand for creativity, storytelling and inspiration. She was the single "it" girl living the dream, and most importantly, her dream. She never bowed to anyone or any trend because she was the one setting them; the ultimate strong independent woman who really didn't need Ken. Barbie used to be that girl who could do it all and stay true to herself. 

As a response to Barbie's latest update, which was a Malibu Dreamhouse elevator addition, it's time she went back to her roots. It's time to dream big again and imagine what she can do instead of what she can own. It's time for us to redefine who she is, not what she's wearing.    

...

One day they want to be a mermaid and the next, a cupcake shop owner; children love open-ended, unstructured play and parents love their imagination. 

No other doll has what Barbie has, this is a fact. She has the ability to adapt and transform into any character, be a part of any story, and take on any role. She's not a blank canvas, she's an actress; one who exists in a world that is both fantasy and based on a true story. Like any good actress, she needs props to make the story believable, cue the millions of accessories and wardrobe changes.