Challenge
Even though the Barbie brand skyrocketed after the success of the Barbie movie, Mattel needed to ensure that the momentum continued by engaging with its audience in meaningful and lasting ways. Beyond the movie's cultural impact, the brand had to find a way to give back and reinforce its legacy as a platform for creativity, empowerment, and education.
At the same time, Mattel aimed to foster innovation, attract new talent to the toy industry, and enhance its public image by aligning Barbie with educational and social empowerment initiatives.
Solution
To address these challenges, Mattel launched "Behind the Scenes of Barbie: From Concept to Retail", an 8-week online educational program. This course provided hands-on experience in toy design, production, marketing, and retail strategy. Taught by Mattel experts, the program aimed to inspire the next generation of designers, marketers, and creators while reinforcing Barbie’s legacy as a symbol of empowerment and possibility.
Implementation
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Weekly deep dives into concept creation, prototyping, production, packaging, marketing, and retail strategy.
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Insights from industry experts at Mattel, including brand historians, lead designers, prototype engineers, and marketing executives.
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A self-paced, interactive format with video lessons, quizzes, and a final project that could lead to scholarships, internships, or job opportunities.
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Developed and hosted by Bored of Ed, ensuring seamless execution and minimal time investment from Mattel’s team.
Results
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Strengthened Mattel’s brand image and industry leadership.
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Attracted a new audience of aspiring toy professionals and brand enthusiasts.
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Created a talent pipeline for recruiting top creative and marketing minds.
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Reinforced Barbie’s cultural and educational significance, increasing consumer engagement and brand loyalty.
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Generated positive PR, highlighting Mattel’s commitment to education and innovation.
Conclusion
By integrating education with brand storytelling, Mattel successfully transformed Barbie from just a toy into a platform for learning, creativity, and career development. The "Behind the Scenes of Barbie" course exemplifies how brands can engage new generations, create impact, and secure their legacy through innovative education-driven strategies.