Barbie and WNBA legend Sue Bird unveiled the new Barbie brand campaign and tagline “Give Limitless Possibilities” during the Fever x Sky WNBA game on Friday, 8/30

EL SEGUNDO, California, August 31, 2024–(BUSINESS WIRE)–Mattel Inc.’s (NASDAQ: MAT) Barbie® has unveiled the latest Barbie brand campaign titled “Give unlimited possibilities™” today, along with 2024 Barbie Role Model and WNBA legend Sue Bird. The brand participated in the WNBA’s Barbie-themed game between the Indiana Fever and Chicago Sky at Wintrust Arena, recognizing the powerful role play plays in giving young girls limitless possibilities as the brand’s ongoing 65th anniversary celebration continues^and birthday.

If you could give the kids in your life anything, what would it be? Barbie’s powerful new brand campaign asks that question, sharing the emotional desire of parents, grandparents, cool aunts, fun uncles and friends to give kids curiosity, imagination, confidence, kindness, friendship, laughter and, above all, belief in their own potential.

Barbie has been reminding girls of their limitless potential since 1959 and continues to encourage girls to dream big. With this campaign, created in partnership with global advertising agency 72andSunny, the brand is giving its “You can be anything™” tagline, leaning into shared humanity and relatability by celebrating puppetry in all its joyful, messy and sometimes noisy forms. Barbie believes the benefits of puppetry and Barbie gift-giving are limitless – harnessing the power of imagination to project dreams, build self-confidence, tell endless stories, nurture empathy and so much more. ​

“Barbie has always been more than just a doll. She represents infinite possibilities, a gift that countless parents and adults want to give the children in their lives. Our new brand campaign, ‘Give unlimited possibilities, is a heartfelt testimony of the dreams we cherish for our loved ones,” said Krista Berger, Senior Vice President of Barbie and Global Head of Dolls at Mattel. “With this campaign, we want to highlight the power of igniting imagination, empathy, confidence and self-expression in the next generation, continuing Barbie’s mission to inspire the limitless potential of young girls.”

In support of the Barbie brand’s commitment to supporting female role models, the brand was proud to partner with Barbie Role Model Sue Bird and debut the Barbie brand campaign during a highly anticipated WNBA game, when the Chicago Sky hosted their first-ever Barbie Game Night. With women’s sports in the spotlight more than ever, Barbie wanted to use the brand’s platform to amplify the voices of inspiring athletes and encourage girls to get involved. Barbie has never been afraid to trade in her heels for sneakers, recognizing that girls who participate in team sports are more likely to have confidence.

“This summer, women’s sports took center stage like never before across cultures, and the Barbie brand was there every step of the way, with a megaphone in hand to celebrate the limitless possibilities for girls and women in sports and beyond,” said Sue Bird, WNBA legend and co-founder of A Touch More“I am honored to partner with Barbie once again to unveil their newest campaign,”Give unlimited possibilities‘, to celebrate the imagination and creativity that the brand represents.”

“We are thrilled that Barbie stepped up to the plate to make her debut as a champion for women in sports at the Fever vs. Sky match.”Give unlimited possibilities for the first time ever, surrounded by fans who joined us and Barbie Role Model Sue Bird to recognize the powerful role sports play in providing limitless opportunities for young girls,” Berger added.

Barbie’s presence was felt throughout Wintrust Arena on Friday night, as Barbie and the Chicago Sky created an unforgettable evening of fan content and family fun. The Barbie Theme Night presented by BMO included giveaways of custom Barbie x Chicago Sky sherpa belt bags and co-branded Barbie shirts to the first 2,000 fans who entered the arena, a Barbie-branded photo opportunity, and Jamaican Mango & Lime braiding stations offering styles in Barbie’s signature colors.

Of “Give unlimited possibilities,” Barbie reminds gift givers what it means to give a Barbie. With a brand film created in partnership with global advertising company 72andSunny that is purposeful and playful, heartfelt and enthusiastic, Barbie encourages gift givers to embrace the role of the doll and the brand as a beacon of empowerment and self-expression. Fans can watch the brand film ““Give unlimited possibilities” on @Barbie social and YouTube.

About Mattel

Mattel is a leading global toy and family entertainment company, owning one of the most iconic brand portfolios in the world. We engage consumers and fans through our franchise brands, including Barbie®, Hot Wheels®, Fisher-Price®, American Girl®, Thomas & Friends™, UNO®, Masters of the Universe®, Matchbox®, Monster High®, MEGA® and Polly Pocket®, as well as other popular properties owned or licensed in partnership with global entertainment companies. Our offerings include toys, content, consumer products, digital and live experiences. Our products are sold in partnership with the world’s leading retail and e-commerce companies. Since our founding in 1945, Mattel has been proud to be a trusted partner in enabling generations to explore the wonder of childhood and reach their full potential. Visit us at mattel.com.

About The Chicago Sky

The 2021 WNBA Champion Chicago Sky is a professional women’s basketball team founded in 2005 by principal owner Michael Alter. The Chicago Sky was the first independently owned professional women’s basketball team to join the WNBA and plays at Wintrust Arena. The season runs from May to September. For more information, call 866.SKY.WNBA or visit sky.wnba.com.

About 72andSunny

72andSunny is a global marketing agency that unlocks possibilities for the world’s most ambitious brands. With offices in Amsterdam, Los Angeles, New York, and Sydney, 72andSunny leads with unmatched strategy, disruptive creativity, and a passion to expand and diversify the creative class. 72andSunny has been recognized as one of Fast Company’s Most Innovative Companies for two years in a row and is a two-time winner of Advertising Age and Adweek’s “Agency of the Year.” For more information, visit 72andSunny.com or follow us on LinkedIn or Instagram @72andSunny_

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