Arguably the most prominent PR campaign of the last month was toy company Mattel’s attempt to reunite iconic fashion doll Barbie with her estranged partner Ken. Timed to climax on Valentine’s Day, the campaign used Facebook, Twitter, Foursquare and YouTube to drive audiences in the direction of barbieandken.com, a website where they could vote on whether Barbie should take Ken back (having dumped him in 2004). 

This irreverent approach to its brands is something Mattel would not have dreamed of a decade ago, when playing around with Barbie IP was about as acceptable as taking photos in the Sistine Chapel or burning the US flag. But a change in senior management at Mattel brought with it a realisation that it’s just not possible to control what people think or say about your brand in the digital space. Better to join in the fun than be perceived by consumers as out-dated and obstinate. 

Digital Media

The reinvention of Barbie began a few years ago in response to challenger brands like Bratz. But the real turning point for Ken was Toy Story 3, the 2010 Pixar blockbuster which was the highest-grossing movie of 2010. At a stroke, it transformed Barbie’s former love from obsolete accessory into a three-dimensional character (in more than one sense). 

Mattel sniffed an opportunity and acted with electrifying speed. Homing in on Ken and Barbie’s romantic attachment in the film, it used digital media to extend the theme. On Facebook, the run up to Valentine’s Day saw Ken updating his own page about once a day, usually talking about how great Barbie is. Ken also tweeted on a regular basis, asking fans to text whether the two of them should get back together. Meanwhile visitors to Barbie’s YouTube channel could see a video of Ken creating a profile on Match.com, only to find Barbie is his perfect match. 

The digital campaign was backed up by some real world PR activity too. This included outdoor advertising, an appearance by Ken at a fashion event, a chat show interview, a magazine article and event the creation of Barbie-themed cupcakes. Back in the world of online, Mattel also created a web series for US platform Hulu called Genuine Ken, in which eight contestants competed for the title of The Great American Boyfriend. 

No longer just a toy

Ostensibly, the campaign was timed to coincide with the release of a new Sweet Talking Ken doll. But it’s important to understand that Ken is still just a Barbie accessory (sorry Ken). Crucial to understanding Mattel’s approach is that it no longer sees Barbie as just a toy for young girls. While this traditional revenue stream is still important, it now accounts for less than half of the Barbie brand’s revenues. Within the kid space, Barbie branded products are now found across a range of categories from apparel to vehicles (scooters/bikes). 

Not only that, but Barbie products have also been created for women in areas like apparel and fragrances. The ultimate manifestation of this is The House of Barbie, a Shanghai-located, ultimate destination which includes a spa, museum, Barbie-branded eateries and a store featuring Barbie product across 45 different categories. 

Thanks to Pixar’s reinvention of Ken, Mattel is able to further extend the mythology of the Barbie brand. But Ken will quickly get the boot again if the consumer mood shifts once more.