- Mattel’s iconic Barbie brand kicked off a new global campaign, during the halftime of WNBA game Chicago Sky v. Indiana Fever WNBA game.
- The “Give Limitless Possibilities” effort, created in conjunction with agency 72andSunny, promotes Barbie as a symbol of belief in limitless possibilities, a message that many parents want to pass on to their children.
- Mattel is also hosting Barbie Theme Night at Sky Stadium with games, themed giveaways, photo opportunities, branded jerseys and trivia. WNBA legend Sue Bird is part of the activation. Other Mattel brands plan to activate similarly with teams across professional and minor leagues sports.
Barbie’s 65th birthday fell on International Women’s Day in March and Mattel has been celebrating the landmark anniversary throughout the year.
This latest effort drops strategically during a WNBA game, at a time when women’s sports viewership is increasing and more women athletes are being celebrated, which aligns with Barbie’s mission to promote limitless possibilities.
“Building on Barbie’s 65th anniversary year and continued commitment to championing women in sports, the first WNBA Barbie Theme night couldn’t be a more opportune moment to reveal Give Limitless Possibilities,” said Krista Berger, Senior Vice President of Barbie and Global Head of Dolls at Mattel.
“Women’s sports have been in the media like never before, and Barbie has always advocated for showing girls they can be anything across male-dominated industries by highlighting inspiring role models,” Berger continued. “Teaming up with WNBA legend Sue Bird, this initiative underscores our dedication to showcasing limitless possibilities for girls…We remain dedicated to honoring women in sports and highlighting the powerful role of play to show girls that anything is possible.”
The goal of the campaign is to connect this message with parents and caregivers to inspire the next generation.
