In support of the launch of Barbie’s new I Can Be… line, Mattel challenged Spider to create an event that would reestablish Barbie as a powerful role model to girls of all ages, while emphasizing the nostalgic bond between moms and the iconic brand.
In response, Spider created the Barbie I Can Be… Academy Event and Exhibit, held at Toronto’s Bata Shoe Museum during the March Break period. Designed to engage moms and daughters locally, the program also intended to drive significant media PR. With Mom in tow, each girl was invited to ‘try on’ the seven featured careers in the new doll line. Our fun activity stations offered engaging activities and role play to teach the girls about Barbie’s current roles. Mom had an opportunity to reconnect with the brand with a stroll down memory lane at the Barbie Historical Exhibit.
The event was a brilliant success, generating over 35MM media impressions. The concept was also designed to be adapted to run in hundreds of retail stores, where it drove additional engagement and sales.