Mattel has introduced the “See What Happens When You Play with Barbie” campaign, in order to celebrate the style icon and her role in delivering a never-ending series of outfits for girls to explore.


Beginning this month new commercial spots, directed by Floria Sigismondi, will take little girls into a pink, fluffy cloud world, fulfilling every little girls imagination. The hyper-real global brand spot will run in countries such as the United States, France, Brazil, Australia, Mexico, and Germany.

This interesting campaign opens the giant pink doors, leading to Barbie’s Dream Closet plain of apparel for girls, and new product introductions.

Stephanie Cota, senior VP, Global Barbie Marketing at Mattel said: “In Barbie’s world, role play often leads to real life. Barbie gives girls the opportunity to be anything they want to be from a princess to a president. The new global campaign celebrates the ‘wow’ girls experience when they play with Barbie. After all, the only thing bigger than Barbie’s world is a girl’s imagination.”

Hence, in the real world the campaign will be presented at the famed Lincoln Center. The thing is, Barbie will unveil a larger-than-life installation of her Dream Closet complete with giant, pink decorated doors leading into a two-story, 9,000 square-foot set with multiple Barbie-like outfits. There is no doubt that girls will be thrilled.


For the New York Fashion Week, one more  installation has been prepared. All Barbie fans will be transported into the area inside Barbie’s fantastical wardrobe complete with augmented reality technology “mirrors” that enables users to experience on themselves Barbie’s most iconic, famous and glamorous outfits. Thus, real life models also will be dresses up in high luxe looks on loan from the Albright Fashion Library, that includes creations from Oscar de la Renta, Alexander McQueen, Gucci, Moschino, Chloe, and Burberry.

Cota added: “February in New York is one of Barbie’s favorite times of the year. Toy Fair and Fashion Week are epic industry events and a true intersection between toys and fashion – what more could a doll want?”