Brand Profile - Barbie

Barbie turns 65 and looks to the future

Ruth Henriquez, senior director of Consumer Products EMEA at Mattel tells Toy World how Barbie has evolved throughout the decades and why the brand continues to offer unrivalled licensing opportunities.

How is it that Barbie remains so relevant and aspirational 65 years after she was invented?

In the past 65 years, Barbie has continuously evolved to reflect the changing cultural landscape. Barbie has represented over 250 different careers and now has over 175 different looks, embracing diversity and inclusivity across skin colour, hair texture, body shapes, height and more.

Barbie isn’t just a part of culture – she creates culture. We saw it with the Barbie Movie and beyond: the extensive range of products, partnerships and multimedia initiatives ensure that she remains visible and engaging across various platforms. Furthermore, Barbie’s timeless message of empowerment, encapsulated in the ethos ‘You Can Be Anything’, continues to inspire generations of children worldwide, fostering a deep emotional connection with the brand. From the very beginning, Barbie has been the original girl empowerment brand.

To date, what would you say Barbie’s most unusual/unique licensing partnership has been?

We like to give all of our brands multiple touchpoints across the day, so in that regard, we are in a lot of spaces that may be considered unique to other brands. We recently announced the Barbie flip phone with our partner’s HMD at Mobile World Congress in Barcelona, and it’s safe to say all the tech journalists at the event weren’t expecting that.

We also like to change with the times and are now in the world of NFTs. Collaborating with Boss Beauties, Barbie ventured into the digital realm to offer exclusive NFT collectibles, blending iconic recognition with cutting-edge technology. This unexpected partnership showcases the ability of the Barbie brand to adapt to emerging trends and embrace innovation, while staying true to its brand identity.

With such a vast range of collaborations under her belt, are there still opportunities out there for prospective licensees to grab a slice of the Barbie action?

There are still ample openings for prospective licensees to join the Barbie ecosystem. Part of the beauty of having such an iconic brand is we are regularly approached with the most innovating and inspiring opportunities.

As Barbie continues to expand her presence in various industries, including fashion, beauty, entertainment and technology, there is always room for innovative partnerships that align with Barbie’s core values and resonate with diverse audiences worldwide.

How important is it to Mattel that Barbie’s licensing partners align with the brand on its core ethos: You Can Be Anything?

We have four pillars to our brand playbook at Mattel, and at the top of that list is brand purpose. It’s important that everything we do amplifies the distinct reason for being in each of our brands with intent and authenticity.

By ensuring that partners share Barbie’s commitment to empowerment, inclusivity and diversity, Mattel maintains the integrity of the Barbie brand and reinforces its message of inspiring limitless potential in everyone. Collaborating with partners who embrace these values strengthens Barbie’s brand identity and enhances the overall consumer experience.

How do you see the Barbie CP/licensing programme evolving over the coming years?

In 2022, we set out to double the franchise side of the Mattel business by 2025, something that is very much on track, and we are on a journey of evolution to become a truly franchise-first business. This evolution will involve further expansion into platforms such as location-based entertainment, allowing us to create everlasting fan connections, and emerging gaps in consumer products that we will tackle head on in 2025 with best-in-class partners.

The future, much like Barbie, is limitless and that’s what makes it all so exciting.

In your opinion, why does Barbie still deserve to be a go-to property for licensees looking to gain a foothold in the market?

Barbie has long held a special place in the heart of millions of people and is a nostalgic piece of childhoods around the world. By incorporating Barbie into their products or displays, retailers and brands leverage this emotional connection and the global appeal across multiple areas of consumer products.

Barbie’s ongoing evolution and commitment to diversity ensures that she remains relevant in an ever-changing market landscape. The brand has worked hard to be reflective of the community in which our fans live, work and play. In recent years, this has been more evident than ever, creating some of the highest brand engagement we have ever seen. By continuously refreshing the product offerings and embracing inclusivity in all its forms, Barbie stays at the forefront of cultural trends and consumer preferences, providing licensees with a dynamic and forward-thinking brand platform.

With Barbie as their partner, licensees have the opportunity to tap into a global phenomenon and leverage its iconic status to drive success and growth.

So, what’s next for Barbie?

As you have just mentioned, many people ask us how we will keep Barbie going for generations to come. Last year, we saw one of our biggest brand moments with the movie, but Barbie was a brand long before that and will be long after. This year, we pause to celebrate 65 years, but also look ahead to the next 65, and 2025 is already looking extremely exciting. We are bringing the world of Barbie to life though our location-based entertainment offering and amazing partnerships in an ever-expanding range of categories that will immerse consumers back in Barbieland. There are always innovative ways to collaborate.