Barbie Revamps Marketing Following Diverse Product Makeover
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Mattel also created a lookbook — available in store and online — that showcases the full Fashionistas line. And the Barbie website features a new game called My Style Book where kids can create their own fashions for Barbie. The brand is also working with YouTube influencers to talk to girls in a new way and spread the Barbie brand further.
“There’s an aspirational aspect to the Barbie brand,” said Ms. Mazzocco. “Using Youtube influencers to get girls to connect in the space of fashion and style was a great addition to how we’re talking to girls.”
Barbie is also building a fashion following on social. The doll’s Barbie Style profile, managed by KCD, has 815,000 Instagram fans and features the doll doing yoga, cruising by the beach and out on the town with a coffee and shades.
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