Time spent in her imaginary world, is an investment in her real world.

Studies show that girls who have loving, communicative, relationships with their fathers from early childhood are less likely to suffer from a lack of self-confidence and self-reliance as they grow up. In short, the more involved a dad is in his daughter’s imaginative play, the more he contributes to her real-life development. We linked this insight to the benefit of playing with Barbie, namely when a girl plays with Barbie she imagines everything she can become, and highlighted how dad and daughter playtime with Barbie helps little girls achieve their full potential. 

The campaign was praised for championioning little girls and for breaking down gender stereotypes. It received 462 PR Placements  garnering 671 million impressions with 99% positive sentiment. 

"Mattel has had a lot of success modernizing the perception of Barbie, by focusing on her power to help girls imagine a powerful future for themselves. Now, the brand is subverting gender roles in a new campaign that shows fathers playing Barbie with their girls.”

— AdWeek

“Dads Who Play Barbie” ad is the real Patriots-Steelers winner.”

— CNET

“This Ad Is For All The Dads Who Play Barbie With Their Kids. Because dolls and dads do go together.”

— Huffington Post

Reach

The campaign has received 94M views across broadcast, digital and cinema; with the long form video receiving over 2.1M views.​

Engagement

Above average on Twitter (4.8% vs 3% for typical posts) and Facebook (500+ comments vs 30 for typical posts).

The Dads Who Play Barbie was an integrated campaign executed through:

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