Barbie Global Brand Team
Dads Who Play Barbie
For more than 58 years, Barbie has inspired imaginations and encouraged girls on their journey to self-discovery. Mattel has successfully modernized the perception of Barbie by focusing on her power to help girls imagine a powerful and fulfilling future and is quietly subverting gender roles, too, in a new campaign that shows fathers playing Barbie with their girls. The “Dads Who Play Barbie” campaign kicked off during the NFL playoffs with a 30-second spot, “Doctor,” in which a self-described “typical man’s man” admits his Sunday afternoon ritual of watching football is now often interrupted by Barbie time and he says, he couldn’t be happier. “You would do anything, anything to make her happy,” he tells the camera, in between unscripted clips of him playing Barbie with his girl in a high-pitched voice.