When you’re young, Barbie dolls tend to be at the top of your wish list. Though there has been much criticism about the Mattel dolls’ proportions, in that they can potentially influence young girls to have misconceptions of what a beautiful body looks like, the brand is aiming to integrate social good into their marketing efforts, as evident in their Barbie I Can Be campaign.
On their new interactive website: barbiedreams.com, girls around the world are invited to share their career goals and aspirations. I know I had a dentist Barbie and Barbie versions of my favourite pop stars growing up, like the Spice Girls, so now the brand is engaging its consumers on the premise of Barbie’s multitude of career paths. The website is easy to navigate and is clearly integrated into their overall marketing strategy. Adolescence may be a time of innocence, but it’s nice to see Barbie encouraging young women to think seriously about the future. Likewise, it’s unnecessary for all campaigns aiming to empower young women to focus on body image. I commend Barbie for inspiring girls to consider their professional goals while browsing the web.
Remember, girls, it’s never too early to set up a LinkedIn profile, even if your profile headline changes from “Puppy Doctor” to “Public Relations Specialist” by the time you’re a college graduate.
Update (2025): This originally linked to barbiedreams.com, a YouTube ad and criticism about Barbie on Huffington Post, which are no longer available.