The Barbie Be Super Movement Embraces the Superhero Culture
Meghan Young — March 5, 2015 — Life-Stages
References: barbie
The Barbie Be Super campaign can be considered more of a movement. By embracing the superhero culture that is staying strong in the media, the brand is set on empowering young girls by encouraging them to reflect and hone what makes them super. Reinforced through superhero-themed toys, a DVD, books and role play, children will become part of a larger community. This is signified by downloading an official Super Squad Member Certificate from the dedicated Barbie Be Super website.
Through gamified monthly missions, custom comic strips and more, the Barbie Be Super movement will resonate deeply with its demographic. Not to mention that it provides an opportunity for the brand to solidify itself as a source of confidence and creativity for children.
Through gamified monthly missions, custom comic strips and more, the Barbie Be Super movement will resonate deeply with its demographic. Not to mention that it provides an opportunity for the brand to solidify itself as a source of confidence and creativity for children.
Trend Themes
1. Superhero Culture Embracement - Companies that embrace superhero culture can empower young girls and become a source of confidence and creativity for children through related products and media.
2. Gamification - Gamified monthly missions can be a powerful tool for engaging with children and promoting empowerment, creativity, and positive values.
3. Digital Communities - Offering exclusive online content and opportunities to participate in digital communities can help promote brand loyalty among young girls while also building support networks for empowerment and creative expression.
Industry Implications
1. Toy Manufacturing - Toy manufacturers can embrace the superhero culture to create toys that promote empowerment, creativity, and positive values and engage young girls in gamified missions and online communities.
2. Children's Media - Children's media companies can produce superhero-themed DVDs, books, and custom comic strips to promote empowerment and creativity among young girls, while also encouraging participation in digital communities and related products.
3. Marketing and Advertising - Marketing and advertising companies that specialize in children's products can help brands leverage superhero culture and gamification strategies to promote empowerment, creativity, and engage young girls through digital communities.
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