Mattel Barbie

  • Creative
  • Digital
  • Social Media
  • Audio Visual
  • Design

The challenge:

With all stores closed due to COVID-19, we needed to excite our audience about key products with a virtual experience, exclusive to Smyths Toys Superstores.

Creative strategy:

There’s much more to Barbie than princesses, dress ups, hair salons and mansions. She might be an astronaut one day and a dentist the next.

After all, You Can Be Anything.

So, over three themed days we released fun, engaging content on Smyths Toys YouTube that inspired our audience to create, explore and dream.

Barbie - You can be a creator Barbie - You can be an explorer
Barbie - You can be a dreaner

From concept creation, set design, all the way through to animated GFX we crafted, scripted and produced the bespoke content that stars a diverse and exciting range of Barbie, and Ken, dolls.

To promote the event and the dolls themselves, we created teasers, Smyths website banners, CRM and a large suite of social assets. From a thumb-stopping Instagram 9-grid to a super-fun face filter which transformed fans and influencers into a mermaid, fashion designer or an adventurer.


With mini stories – such as ‘Chelsea’s Animal Adventure’ in which viewers travel the world to learn about animals and more, and tutorials including a bake-along, dance-along and move-along – the experience encouraged positive play and entertained the whole family during the Easter holidays.


The Results:

Supported by WOW product offers and a nationwide influencer campaign our 14-piece content delivered 1.5m+ views over the launch weekend and achieved Mattel’s biggest sales week ever for Barbie Smyths! (and that’s with stores closed)

The campaign also launched in Germany.