Case Study
Barbie
Reclaiming Barbie’s cultural iconicity
Image courtesy of Mattel
The Challenge
To reclaim Barbie’s status as a positive role model.
Approach
Unearthing the forces that are holding young girls back from achieving their ‘limitless potential.’ Exploring the diverse social and cultural issues shaping this context by conducting rich semiotic and cultural analysis across six markets, with expert and influencer interviews.
The Cultural Unlock
The corrosive power of stereotypes. Identifying the profound impact of cultural bias on self belief for girls as young as five, to reveal a space for Barbie to help girls imagine exciting futures – and break down perceived barriers.
Impact
01
The ‘Imagination Gap’: a positioning space and cultural narrative that empowers Barbie to champion the limitless potential of girls globally.
02
Creating the ‘Barbie Dream Gap’ project, educating society on gender bias. Expanding impact through research and partnerships, placing Barbie as a positive cultural icon of feminism.
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