Home > Encyclopedia of Major Marketing Campaigns > Mattel, Inc.

• BARBIE LOOK Campaign
• Software for Girls
• Further Reading

333 Continental Blvd.
El Segundo
California
90245-5012
USA
tel: (310)252-2000
fax: (310)252-2179
website: http://www.mattelmedia.com

BARBIE LOOK Campaign

Overview

By depicting the Barbie doll as the epitome of sophistication and fashion, Mattel, Inc., appealed to little girls who dreamed of dressing up for their high school proms and experimenting with exciting careers. Most other dolls were much larger and looked like babies that girls could pretend to mother. In contrast, Barbie was an idealized representation of the adult many girls aspired to become. She was just under a foot tall, a slender beauty with...