Barbie’s recent physical transformation into a more inclusive and realistic portrayal of femininity mimics the diverse and open social dynamics of today’s most successful businesses.
In a much-lauded effort by Mattel, the most iconic toy of all time has been given a serious makeover. By introducing 3 new body types plus a new variety of skin tones and hairstyles, customers now have the choice to select their Barbie with options that are more representative of the world they see around them every day. This redesign is getting a lot of attention in part because it is the most substantial change to the brand in over 50 years. The metamorphosis of the Barbie line from a single look into a myriad of more varied ones mirrors the broader cultural shift toward the adoption of diversity and openness as empowering agents.
At Cicero Studios, we are proud to have had our cofounder and creative Director Juan Luque invited by Mattel to serve and participate as one of the members of the first Barbie Global Advisory Council. Juan and 11 other impressive experts were gathered to discuss the brand’s past, its current state and its future in a world that grows more and more multi-faceted by the day.
Like Mattel’s new Barbie offerings, our company celebrates diversity, inclusion and openness as pillars of strength and we are passionate about bolstering the public voices of organizations with similar outlooks. On that note, we believe now is the time for all corporations to humanize their brands by opening themselves up to their consumers. Gone are the days of carefully manufactured facades of corporate invincibility. By allowing their vulnerability and authenticity shine through to their customer, a company can establish a relatable and genuine dialogue that transcends traditional end-point marketing and advertising.
We will continue to work with organizations on translating their core values into public-facing assets by aligning their brands with the game rules of today. With these new sets of emotional tools at their disposal, companies can begin to transition into a space where healthy corporate confidence and active customer inclusiveness are far more powerful and persuasive than the generic and closed off “corporate values” of previous generations.