The new Ocean collection includes accessories and play sets as well as three dolls of different ethnicities and body types that are made from 90% recycled plastic parts. Barbie aims to have 95% recycled or responsibly sourced content in its paper and wood fiber packaging by the end of the year. Overall, Mattel is committed to using 100% recycled, recyclable or bio-based plastic materials in products and packaging by 2030.
As part of the new marketing push, Barbie releases a 50-second video showing all the different ways kids make their dolls – including choppy hair, homemade tattoos, and permanent eye patches. “Barbie has seen a lot of makeovers,” it says in a text. “This is her next big makeover,” the text continues, showing a Barbie doll replacing a plastic jar before closing with “The future of pink is green”.
“Our approach is to use the iconic association of pink alongside the iconic association of green and protect the planet,” says McKnight. “The idea is to communicate our commitment to a greener future in a simple and understandable way for fans of all ages.”
The campaign includes a digital purchase that runs for five weeks, in line with other Barbie campaigns; the work will also appear on Barbie’s own channels. In addition, the brand will use its YouTube channel and vlog to offer Barbie tips on protecting the planet.
Barbie worked with BBH on the new campaign. In May, the agency also worked on the latest work “A Doll Can Help Change the World”, which is working with the brand for the first time.