Partnership:

BARBIE and Clara Amfo

Description:

Leading toy company Mattel parterned with popular British broadcaster Clara Amfo to create a one-of-a kind Barbie created after Amfo's likeness. The barbie was part of the UK Barbie Role Model Campgain.

Amfo, who is known for interiewing some of the world's most famous artists from Jay-Z to Ariana Grande, also hosts her own podcast, This City.

In partnerning with Amfo, Barbie is encouraging girls to "raise their voice" in a call towards women and girls to stand up for themselves, for their beliefs, build confidence, and empower to belive in their potential

One of the ways that Amfo and Barbie worked together is in partnership was with grassroots London project Milk Honey Bees and its mission to celebrate black girlhood by creating an expressive, safe space that allows young Black women and girls to flourish through one-to-one sessions and creative group projects.

Barbie donated to Milk Honeybees to support a creative writing community project. The donation helped launch a series of social videos spotlighting Milk Honey Bees and Amfo, celebrated girlhood, and sponsored Milk Honey Bee’s first appearance at the Women of the World Festival.

Furthermore, Barbie continued to highlight diverse and culutural female role models to inspire the next generation of women to believe that they can do anything.

Partnership Opportunity:
BARBIE/Toys
Company:
Mattel
Partner/Category:
Clara Amfo /Television
Timing:
March 1st Quarter 2021
Target:
Female
Preschool
Kids (6-11)
Tweens
Family
Promotional Elements:
Collectible
Event / Activation / Experiential
In-Store / Retail
Media Elements:
Celebrity Appearance / Endorsement
Mobile
Online
Social Media
Influencers / Brand Ambassadors
Celebrity Appearance / Endorsement
Created On:
2021-03-10
Last Modified on:
2021-03-10
Companies Involved
Tuck

Were you involved in this partnership?

Click this button to tag yourself on this partnership.

I worked on this program


(add to your profile)
Chat

If you're having issues logging in, click here to contact us.

You have used of 5 free views remaining for the week...

...please or create a free profile to see more.