What emotion do you associate with the Barbie brand?

When asked about the evolution, Evelyn Mazzocco, head of the Barbie brand, told TIME, "Yes, some people will say we are late to the game, but changes at a huge corporation take time." What noteworthy changes have they been able to make so far? Let's take a look. read more

Be free because you can choose to buy, stylize yourself with what you buy. The female part of this is captured like through a lens by the Barbie world, including the desirable friend/fiancee/partner. Girls prefigure the dreams of their lives. read more

The brand image problem relates to the unrealistic body image that a typical Barbie Doll presents to children. The sales problem relates to relevance. But a new film from Mattel that is part stunt and part ad called"Imagine The Possibilities" looks to change all that. read more