Marketing
Matthew Keegan
Aug 14, 2023

How Barbie has sustained as one of the most successful toy brands of all time

From her German fashion doll-inspired beginnings in the 1950s to breaking box office records in 2023, Campaign explores how Barbie has remained popular for the past six decades. Clever marketing or something else?

Please sign in or register

Access limited free articles a month after free, fast registration.

Existing users sign in here

Or
Register Now
Forgotten Password?

Having trouble signing in?

Contact Customer Support at
[email protected]
or call+91 22 69489600

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Most Read

'Central IPL sponsorships aren't as sexy as team partnerships'

1 'Central IPL sponsorships aren't as sexy as team partnerships'

Airtel Payments Bank’s ‘Safe Second Account’ urges digital caution

2 Airtel Payments Bank’s ‘Safe Second Account’ urges digital caution

AI’s double-click: More speed, less soul?

3 AI’s double-click: More speed, less soul?

Strategy at a crossroads: WARC report reveals the discipline’s identity crisis

4 Strategy at a crossroads: WARC report reveals the discipline’s identity crisis

Marketers shift focus from sparkle to substance at SMARTIES 2025

5 Marketers shift focus from sparkle to substance at SMARTIES 2025

Havas ‘could be interested’ to buy or partner with some of Dentsu’s international assets

6 Havas ‘could be interested’ to buy or partner with some of Dentsu’s international assets

Edelman makes global leadership changes

7 Edelman makes global leadership changes

Trust is the new creative brief

8 Trust is the new creative brief

Arthur Sadoun on why Publicis is ‘winning’ and how ‘struggling’ rivals have dragged down agency valuations

9 Arthur Sadoun on why Publicis is ‘winning’ and how ‘struggling’ rivals have dragged down agency valuations

When creativity meets code: The human algorithm problem

10 When creativity meets code: The human algorithm problem

Related Articles

Advertisers hold the keys to reviving UN sustainability goals
Opinion
Sep 25, 2025
Frank Maguire

Advertisers hold the keys to reviving UN sustainabil...

Indian consumers push food brands toward health, tech and sustainability
In-Depth
Sep 12, 2025
Campaign India Team

Indian consumers push food brands toward health, ...

Sustainability is no longer the message — it’s the material
Opinion
Jul 30, 2025
Cristina Tazza

Sustainability is no longer the message — it’s the ...

Shake the greenwash: Why India’s sustainability story needs data, not drama
Advertising
Jul 21, 2025
Campaign India Team

Shake the greenwash: Why India’s sustainability ...

Just Published

Campaign roundup: Week of 20 October
Advertising
2 days ago
Campaign India Team

Campaign roundup: Week of 20 October

The latest ad films and campaigns from brands like District by Zomato, CRIF India, Himalaya BabyCare, Episoft, House of Glenfiddich, Cumin Co. Scalefusion, and more, in our weekly roundup.

When the sellers of joy become its custodians
Advertising
Oct 17, 2025
Campaign India Team

When the sellers of joy become its custodians

Titan’s ‘Humari Diwali’ film spotlights retail staff who keep the festive spirit glowing—even as they spend it behind the counter.

Five rules for crafting a high-impact festive campaign
Opinion
Oct 17, 2025
Vikas Shah

Five rules for crafting a high-impact festive campaign

As festive ad clutter peaks, reward-led engagement — with experiential incentives, gamified participation, and frictionless redemption — can help brands cut through noise.

When creativity meets code: The human algorithm problem
Advertising
Oct 17, 2025
Shannon Tellis

When creativity meets code: The human algorithm problem

As gen AI powers faster campaign production, marketers confront a new paradox — efficiency at the expense of emotion, and originality lost in translation.