March 2009 marked the 50th anniversary of the world’s most iconic doll – Barbie. While the world watched one of the most challenging economic conditions in history unfold, Mattel hoped to reignite consumers’ spirits and turn a celebratory spotlight on a historical event of its own. In the biggest worldwide celebration the Barbie brand has ever seen, Barbie celebrated 50 years with an unprecedented series of live events, marquee partners and must-have products. With PR as the driving force, the Barbie 50th anniversary marketing campaign solidified Barbie as the barometer for fashion, pop culture and inspiration for girls of all ages.

Mattel brought Barbie to life with life-sized events including the Barbie Runway Show at Mercedes-Benz Fashion Week and Barbie’s Birthday Bash at her real-life Malibu Dream House to drive media coverage and cultural noise. Additionally, Mattel strategically leveraged key driver Barbie dolls throughout the campaign to convert excitement into purchase, most notably a new Bathing Suit doll unveiled on her birthday.

Mattel brought Barbie to life through life-sized, real-world events celebrating fashion and inspiration. Beginning celebrations timed to Toy Fair in February, Barbie hosted her runway show at Mercedes-Benz Fashion Week with 50 designers who used Barbie as their muse. Barbie’s show attracted 300+ international media. To sustain cultural noise throughout her birthday, Mattel created a Malibu Dream House, customized by designer Jonathan Adler. On March 9th, Barbie hosted a birthday party with 200 celebrity guests making pink-carpet arrivals. Barbie also celebrated her birthday with a Bathing Suit doll featuring an updated “look” (new face). Held under wraps until her birthday and promotionally priced at her original $3, the doll was unveiled for international media. Throughout the campaign we executed a strategic media relations program to support key brand moments and garner positive media attention for otherwise unexpected events (garnering ongoing support from fashion industry trades in advance of the runway show).

• 18% increase in U.S. sales during Q1 2009; brand sales spikes directly linked to media coverage timing• Mattel research found 67% of moms knew it was Barbie’s birthday • Within media coverage, Mattel consistently communicated Barbie brand’s key positioning: “through the decades, Barbie is always a reflection of fashion, pop culture and inspiration.”• Secured 8.6+ billion consumer impressions globally, advertising equivalent of USD$100 million:• 3,500+ media placements • Saturated national morning, daytime, primetime TV: Today Show, Good Morning America, CNN, Letterman, Leno • Coverage in major print outlets: USA Today, Vanity Fair, Vogue, Elle, Women’s Wear Daily, New York Post, People • Top-tier online: Associated Press, Reuters, Yahoo, MSNBC, MSN.com • 100% sell through of new Bathing Suit doll• Reignited brand among key business constituents, securing new co-branded partnerships across categories• Garnered 90,000 fans on Barbie’s Facebook page, 220,000 blog posts, 1,000+ Twitter followers.