When you think of Barbie, you probably don’t think of feminism or female empowerment. If anything, you probably think of all the ways Barbie reinforces unhealthy stereotypes about women’s bodies. Mattel, however, is looking to throw that stereotype in the trash, where it belongs.
Like every major company these days, Mattel is rebranding Barbie with a new advertising campaign. The goal is to show little girls that women aren’t just eye candy, but intelligent people who can make a positive difference in any field they choose. Evelyn Mazzocco, global svp and general manager of Barbie, told Adweek:
“We want to remind the world what Barbie stands for. Founded by a female entrepreneur and mother in 1959, the Barbie brand has always represented the fact that women have choices. This ongoing initiative is designed to remind today’s parents that through the power of imagination, Barbie allows girls to explore their limitless potential.”
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