The 'See What Happens When You Play With Barbie' Campaign
Katherinev123 — February 11, 2012 — Marketing
References: barbiewow & brandingmagazine
To celebrate Barbie has a style icon, Mattel is launching an interactive campaign called 'See What Happens When You Play With Barbie.' The initiative is all about the world of Barbie -- more specifically, Barbie's closet of endless outfits and fashions -- that little girls will get to explore.
The 'See What Happens When You Play With Barbie' campaign includes a commercial directed by Floria Sigismondi that showcases Barbie's Dream Closet as well as the doll's fashionable dream world, an all-pink cloud with glittery pink shoes and purses. Along with the commercial, Mattel will unveil a real 9,000-square-foot, two-storey Dream Closet complete with jewel-encrusted doors and filled with Barbie outfits at the Lincoln Center for New York Fashion Week. Here, visitors will be transported into Barbie's high-tech wardrobe, which features augmented reality mirrors that show you how Barbie's most iconic and fabulous outfits would look like on you.
The 'See What Happens When You Play With Barbie' campaign includes a commercial directed by Floria Sigismondi that showcases Barbie's Dream Closet as well as the doll's fashionable dream world, an all-pink cloud with glittery pink shoes and purses. Along with the commercial, Mattel will unveil a real 9,000-square-foot, two-storey Dream Closet complete with jewel-encrusted doors and filled with Barbie outfits at the Lincoln Center for New York Fashion Week. Here, visitors will be transported into Barbie's high-tech wardrobe, which features augmented reality mirrors that show you how Barbie's most iconic and fabulous outfits would look like on you.
Trend Themes
1. Interactive Campaigns - The 'See What Happens When You Play With Barbie' campaign demonstrates the potential for interactive campaigns to engage consumers.
2. Augmented Reality Mirrors - The use of augmented reality mirrors in Barbie's high-tech wardrobe showcases the disruptive potential of this technology in the fashion industry.
3. Fashion Week Innovations - The introduction of a real Dream Closet at New York Fashion Week highlights the opportunities for innovative and immersive experiences in the fashion industry.
Industry Implications
1. Toy Manufacturing - The 'See What Happens When You Play With Barbie' campaign demonstrates new possibilities for engaging children and showcasing the potential of toy manufacturing.
2. Retail - The immersive and interactive elements of Barbie's Dream Closet at New York Fashion Week showcase the disruptive potential of retail experiences.
3. Fashion - The fashion industry can explore the use of augmented reality mirrors and immersive experiences to enhance the shopping and fitting process for customers.
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