Barbie
The millennium makeover

Challenge: Mattel’s flagship brand reached a plateau and needed a makeover to keep climbing.

Services Provided: Retail-Right Research, Positioning, Brand Identity, Packaging, In-store Marketing and Style Guide.

Solutions: Through conversations and research with girls & moms, we uncovered the essence of Barbie, the timeless human qualities girls love — fashion, fun and friendliness. The new look-and-feel speaks to girls as friends, equals and the smart individuals they are.

Retail Results: Barbie re-launches in 150 countries and sales rebound worldwide. In 18 categories, with over $3 billion in worldwide retail sales, Barbie is the #1 girl’s lifestyle brand.