Bringing an iconic brand into a new era?

Brand redefinition
Website and content strategy

How does Barbie stay relevant in an era where female empowerment, body positivity, and gender equality mean more than ever? You amplify her voice and identity far beyond beauty, fashion, and dream homes to represent a fuller, richer, and deeper view of women and girls.  Empowered, contemporary, capable, and fearless, today's Barbie champions what's possible and invites fans to do the same.

In support of this perception shift, as Barbie takes on new roles, opportunities, jobs, and responsibilities—her online world changes too; rife with possibility, freedom of play, and expression, Barbie and Barbie.com are no longer one-dimensional but so much more.