PR Campaign + Rebrand

In 2005, Barbie sales were plummeting after the introduction of the younger, edgier Bratz dolls; a serious threat for one of the most iconic brands in the world. The challenge was to develop a PR campaign to revitalize the Barbie brand, and reconnect with its target audience.
The development of the "My Barbie" campaign, which reinvigorated the Barbie brand with a new logo, brand extensions, animated web series, and customizable dolls via in-store displays and website. The campaign and logo were designed to make the brand more relevant and exciting for young girls, while also triggering nostalgia in mothers who had grown up loving America's favorite doll.