Barbie asks parents what they would give children in heartwarming inclusive campaign

Mattel has unveiled its latest Barbie brand campaign titled "Give limitless possibilities", recognising the powerful role play has in giving limitless possibilities to young girls. Created in partnership with global advertising company 72andSunny, the campaign asks the question "What would you give?", and celebrates doll play in its joyous, messy and loud forms. The campaign also supercharges the brand's "You can be anything" tagline. 

In addition, "Give limitless possibilities" taps on Barbie's belief that doll play and gifting Barbies provides limitless benefits such as the power of imagination to project dreams, build self-esteem, tell endless stories, nurture empathy and more. 

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“Barbie has always been more than just a doll. She represents infinite possibilities, a gift that countless parents and adults wish to give the kids in their lives. Our new brand campaign, “Give limitless possibilities” is a heartfelt testament to the dreams we hold for our loved ones,” said Krista Berger, senior vice president of Barbie and global head of dolls, Mattel.

In an accompanying brand film, parents, grandparents, aunts and uncles share their emotional desires and how they would give children curiosity, imagination, confidence, kindness, friendship, love, laughter and belief in their own potential. 

“Through this film, we aim to highlight the power of igniting imagination, empathy, confidence and self-expression within the next generation, continuing Barbie’s mission to inspire the limitless potential in young girls," added Berger. 

In tandem, in support of the Barbie brand's commitment to championing women role models, the brand partnered with Barbie role model and WNBA legend Sue Bird to introduce the campaign. The campaign was revealed at a highly anticipated WNBA game as the Chicago Sky hosted its first-ever Barbie game night. Barbie aims to use the brand's platform to help amplify the voices of inspiring athletes and encouraging girls to get involved. 

“This summer, women’s sports have had a platform like never before across cultures, and the Barbie brand has been there every step, holding a megaphone to spotlight the limitless possibilities for girls and women in sports and beyond,” said Bird.

“I’m honoured to once again partner with Barbie to help unveil their latest campaign, “Give limitless possibilities,” to celebrate the imagination and creativity that the brand represents," added Bird. 

In addition, the Barbie themed game night saw giveaways of custom Barbie x Chicago Sky belt bags and co-branded Barbie shirts to the first 2,000 fans to enter the arena. A Barbie-branded photo opportunity and hair braiding stations offering styles in Barbie's signature colours were also available at the Barbie game night. 

Earlier in April this year, Mattel and Heinz teamed up to launch the limited-edition 'Heinz Classic Barbiecue Sauce'. The pink vegan mayo with BBQ sauce comes after last year's Barbie-movie craze and in time to celebrate the toy brand's 65th anniversary. Much like Barbie's branding, the Barbiecue sauce bottle comes in bright pink, with a matching beetroot extract in the sauce to achieve Barbie's signature pink. 

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