Short Film Highlights How a Father’s Involvement in Imaginary Play Contributes to Developments in Real Life

Mattel collaborated with BBDO to launch a new articulation of the Barbie “You Can Be Anything” campaign focussed on inspiring and nurturing the limitless potential in every girl.

The spots are a follow-up to the award-winning “Imagine the Possibilities” work celebrating a girl’s journey to self-discovery through playing with Barbie.

The creative, featuring real fathers and their daughters playing Barbie, includes a 90-second online film and three 30-second cut downs.

At the end of each spot reads, “Time Spent in Her Imaginary World Is an Investment in Her Real World,” highlighting that a father’s involvement in his daughter’s imaginary play contributes to her social, intellectual and emotional development in real life.

Dr Linda Nielsen of Wake Forest University explains in her work, decades of research shows that girls who have loving, communicative, supportive relationships with their dads from early childhood on are less likely to suffer from a lack of self-confidence and self-reliance as she grows up.

“Over the past year, Barbie has enabled girls to imagine themselves in aspirational roles that range from the fantastical to feminist, from princess to palaeontologist,” said Lisa McKnight, Senior Vice President and General Manager, Barbie. “Spotlighting father-daughter relationships through playing with Barbie continues to articulate the importance of imagination and creativity on a girl’s journey to self-discovery.”

The integrated campaign will launch during the NFL Playoffs in January with television, theatrical, digital, and print advertising, and will pulse throughout the year with social, digital and marketing initiatives in partnership with Social Native, Tongal, and Time Inc. in an effort to engage #DadsWhoPlayBarbie.

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