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MATTEL
BARBIE'S 60TH ANNIVERSARY
One giant leap for Barbie
1.5 MILLION +
CROSS-PLATFORM VIEWS
NATIONAL COVERAGE
FROM OUTLETS ACROSS CANADA
INSPIRING
GIRLS IN STEM
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Mission
Celebrate Barbie's 60th anniversary and champion women in STEM with Astronaut Barbie
Mattel's Barbie is a staple of childhoods everywhere. Known for her impressive CV as much as she is for her chic wardrobe, Barbie reminds young people that success and femininity are not mutually exclusive. To honour her impact and celebrate her 60th anniversary, Mattel decided to launch Astronaut Barbie into space for real in collaboration with STEM Camp Canada.
Execution
STEM professions have had a huge gender imbalance for as long as women have been a part of the workforce. Since her creation in 1959, Barbie has championed female equality, with the Barbie Career dolls reflecting the vast array of career opportunities that should not be off-limits to women.
To pay homage to Barbie’s advocacy for women in STEM and celebrate her 60th anniversary, Mattel Canada’s marketing team asked us to launch Astronaut Barbie into space for real. We launched from Toronto with special dispensation from the Canadian Aviation Authority, delivering a tailored version of our award-winning Classtronauts program to over 100 8–12 year-old girls attending a non-profit-run STEM Camp.
Footage from the launch garnered massive attention, receiving over a million cross-channel views on social media and national Canadian press coverage.