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Barbie & Me

Barbie brand image revamp

Anne Hawkins

on 4 May 2010

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Transcript of Barbie & Me

Situation Research Because of research done
in the late 90's about media's
impact on girls' self-esteem
and Barbie's unmistakeable,
but unrealistic shape, Barbie
has a bad rap as a source of
self-esteem problems. * Quantitative research on Barbie and self-esteem shows Barbie is a barometer for problems with peers and parents
- not a self-esteem builder or buster. Barbie is most popular among girls under eight, but "tweens" ages eight to 12 still sometimes play with Barbies. Psychologists say that 8-12 is a critical age for developing good self-esteem and body image. Studies find that the girls most likely to feel dissatisfied with their own bodies and who want to "look like Barbie" are expressing problems with peers and parents. If Barbie was a real woman, her proportions would be completely unrealistic - but so would those of Bratz dolls, Cabbage Patch dolls, and the Disney Princesses. Reintroducing
America's Favorite Doll Anne Hawkins Objectives Messages Strategies & Tactics Remove Barbie's stigma as a source of low self-esteem. Audiences Rebrand Barbie as a toy that teaches girls about relationships. Parents of girls 4-12, especially 7-10 Media Barbie is not a source of low self-esteem, but can be an indicator for relationship problems in young girls. Role-play with Barbie is an opportunity for parents to find out what's really going on with girls. Role-play with Barbie is a chance for girls to learn relationship skills like how to treat a friend, how to stand up to a bully, and how to talk to adults about problems. Key Key Parenting Blogs Parenting Magazines Mainstream TV Expand the Parents' Place section of Barbie Girls website to include info on how role-play helps and guidance on how to role-play different situations (dealing with bullies, apologizing to a friend) from child psychologists Media tour with child psychologist Annie Fox and celebrity spokesperson Heidi Klum, talking about how role-play with parents and peers helps build self-esteem and social skills... ... combined with parent-daughter Barbie events in five major metro areas (San Fransisco, Denver, Chicaco, New York and DC) including fashion shows, giveaways, self-esteem workshops for the girls and introductions to guided role-play for parents. Annie Fox has written a series of books for pre-teens and is a leading expert on pre-teen self-esteem and relationships Heidi Klum is an ideal Barbie spokesperson because she's a model as well as mother of a six-year-old girl
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