Turning 50 is a big deal for any girl, but when you’re a fashion icon, a princess of pop culture and a global superbrand, it really is a reason to celebrate.
With the help of Ogilvy PR, Mattel wanted to show that Barbie is still number one (even for the Playstation generation) by dominating the news agenda at the toy industry’s biggest event, the International Toy Fair in Nuremburg, Germany.
Barbie’s 50th anniversary proved to be successful, generating over 30 television reports spanning news, lifestyle, business and children’s programs in target markets such as Sweden, Denmark, Norway, the Netherlands, Finland and Belgium.
Highlights include a 3.5 minute segment on CNN’s World Business Today, a 4 minute segment on CNBC and a report on BBC World. Coverage extended way beyond the target markets with Ogilvy PR’s footage also appearing on television and online in Australia, China, France, Italy, Germany, France and the United Kingdom. In addition, a social media release featuring b-roll from the event generated over 900 views by journalists in just 30 days.