Mattel wanted a low cost way for Barbie to re-affirm her fashion positioning on her 50th birthday.
We partnered Barbie with cult fashion brand Scanlan and Theodore. The partnership added weight to Scanlan’s pop-culture credibility and provided a unique platform to drive media and store traffic. This was a publicity campaign driven by an activation which saw Barbie model the winter 2009 fashion collection. Barbie walked a Barbie-size runway wearing miniatures of the collection while Ken dolls posed as photographers at the end of the runway.
Barbie reached a fashion audience in a new way, $1.4mEAV delivered.
“Baker Brand is quite unique. You combine the commercial with the creative to deliver outstanding results. Thank you for your talent and for the attention to detail, professionalism and passion you demonstrated to deliver an outstanding launch during Barbie’s 50th anniversary”. Amanda Allegos - Senior Brand Manager, Mattel