"I'm excited to be a part of the new direction the Barbie brand is headed, specifically how they are celebrating diversity in the line and encouraging kids to raise their voices," Zendaya said. "It's a positive message to send to my fans.”

As a part of the partnership, they created a special Barbie doll based on Zendaya's Oscar look. She added the doll is a personal matter, too.

"When I was little, I didn't have one that looked like me, so I couldn't connect with her in that way. But getting to visit the [client’s] offices and see Barbie's vision for the future… it was really cool. I was able to see how they plan to diversify, broadening the horizons and the image of Barbie … I left the office feeling it was definitely something I wanted to be a part of."

To amplify their message, the brand wanted to create a special experience for the young Barbie consumers. Hosted by Zendaya, the Barbie Rock 'N Royals Concert Experience took place September 26th 2015 at the Hollywood Palladium, in support of the VH1 Save The Music Foundation.

At the event, Zendaya was honored for encouraging young girls to "raise their voices" with a one-of-a-kind doll inspired by her Oscar look.

By the end of the 2015, 78 new Barbies hit retail shelves—featuring eight different skin tones and 14 different hairstyles throughout the collection. The diverse line is a sign of changing times, as the traditionally blonde Barbie doll doesn’t reflect today's American girls. Diversity among American children is far greater than the population as a whole, with more than half of the nation's children expected to be part of a minority race or ethnic group by

There were 1,700+ attendees at the Rock 'n Royals event.

$30,000 donated to VH1 Save the Music Foundation.

1.2 Billion Media Impressions

92% coverage

250+ unique stories

Social Stats:

BARBIE

Total Reach 595K

Total # Engagements 25K

Highest engagement to date on IG

Overnight Boost:

Instagram 14K+

Twitter 2K

FB 10K+