Mattel Inc.’s iconic Barbie brand has unveiled its latest campaign, “Give Limitless Possibilities” in partnership with WNBA legend Sue Bird. The campaign was launched during a Barbie-themed WNBA game between the Indiana Fever and the Chicago Sky at Wintrust Arena, marking another milestone in Barbie’s ongoing mission to empower young girls.
The “Give Limitless Possibilities” campaign, created by 72andSunny, poses a heartfelt question to parents and caregivers: “If you could give the kids in your life anything, what would you give them?” Through this new initiative, Barbie encourages gift-givers to inspire curiosity, imagination, confidence, and belief in potential.
The work reinforces Barbie’s enduring message that “You Can Be Anything,” a tagline that has resonated with girls since Barbie’s debut in 1959. Watch below:
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Krista Berger, Senior Vice President of Barbie and Global Head of Dolls at Mattel, expressed the brand’s commitment to inspiring the next generation. “Barbie has always been more than just a doll. She represents infinite possibilities, a gift that countless parents and adults wish to give the kids in their lives,” Berger said. “Through this film, we aim to highlight the power of igniting imagination, empathy, confidence, and self-expression within the next generation, continuing Barbie’s mission to inspire the limitless potential in young girls.”
The campaign’s debut at the WNBA game featured Barbie Role Model Sue Bird, who emphasized the importance of sports in building self-confidence and empowering girls. “This summer, women’s sports have had a platform like never before across cultures, and the Barbie brand has been there every step, holding a megaphone to spotlight the limitless possibilities for girls and women in sports and beyond,” said Bird. “I’m honored to once again partner with Barbie to help unveil their latest campaign.”
The Wintrust Arena was transformed into a Barbie-themed wonderland, complete with fan content, family fun activations, and special giveaways. The first 2,000 fans received custom Barbie x Chicago Sky sherpa belt bags and co-branded shirts. The evening also featured a Barbie-branded photo opportunity and Jamaican Mango & Lime hair braiding stations, adding a playful touch to the game night experience.
With “Give Limitless Possibilities,” Barbie continues to remind gift-givers of the brand’s role as a beacon of empowerment and self-expression.
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