Barbie ‘A Doll Can Help Change the World’ Campaign Emphasizes the Importance of Playing With Dolls

Barbie’s latest global campaign, ‘A Doll Can Help Change the World’ is based on a neuroscience research study that found kids playing with dolls can aid in developing their emotional,  as well as their academic and social successes.

Created in partnership with creative agency BBH LA, the campaign spot features children playing with dolls, with questions panning across the screen such as, “What if every individual were more empathetic?”

“As the No. 1 toy property in the world, with a 62-year legacy, Barbie’s brand purpose has always been to inspire the limitless potential in the next generation of leaders,” says Lisa McKnight, SVP and global head of Barbie and dolls at Mattel.


“The research by a team from Cardiff University suggests that when kids tap into their endless imaginations through doll play, they are able to build empathy, which we know has a lasting impact on how they approach the world around them. By showing real storylines kids play out at home in the brand’s latest campaign, we hope to remind parents and caregivers that the simple act of playing with dolls has developmental benefits.”

‘We wanted to bring to life the idea, reinforced with neuroscientific data, that playing with dolls naturally helps kids strengthen these important social processing skills,” said Ned McNeilage, Chief Creative Officer at BBH LA. “With this campaign, we focus on capturing beautiful moments of play and the difference these small moments can make to help shape a child’s future”



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