Barbie

Challenge

  • Inspire a new generation to the brand   

  • Maintain the heritage of Barbie’s traditional values whilst ensuring modern-day equality 

  • Ensure stand out in the high street, where macro factors contribute to retail challenges 

The Human Insight

More than 73% of shoppers say a brand experience will positively impact their purchasing decisions.

The LIVE Experience

The Barbie Be Anything Tour inspired girls and boys to be anything they wanted to be when they grow up; to think outside the stereotypical career options (except the ‘princess’ in the video!) 

Consumers had the chance to explore different careers in the You Can Be Anything dress-up zone and learn more about the most iconic careers Barbie has held over the past 60 years.

A spin the wheel (yes, we did that too!) gave you options to change your mind with a photo mechanic capturing the moment inside a life-sized Barbie doll box.

Our UK tour comprised of 10 cities nationwide in both ‘Smyths stores’ and shopping Malls specifically, Westfield, Trafford Centre, Bull Ring and Bluewater.  

Results

  • Over 7,000 people through the experience  

  • Average Sales Uplift 40%

  • Average Conversion to Purchase 25%

  • 35% new audience reach

Andrew Flett