Campaign Statistics:

  • Total Items of Coverage: 18
  • Audience Reach: 3,625,000

4media group recently worked with Mattel on their ‘Barbie Dreamtopia’ campaign which aimed to encourage the next generation of young girls’ (and their parents) to ‘flex their creative muscles’.

New research, commissioned by Mattel reveals that the most popular way for parents to help nurture their child’s imagination is to read to them (61%). This was followed by encouraging them to play with their toys (60%) and encouraging them to play with other children (57%).

Additionally, 74% of British parents say they have thought about writing a book of their own at some point and a third (33%) believe that books have the biggest influence on their children’s imagination. Creative parents are using their own old-school methods of immersing their children in their own fantasy worlds, that both parent and child have a hand in the creativity thanks to new toys like Barbie Dreamtopia.

In order to promote the new range, Barbie Dreamtopia is running a competition through Netmums in which Barbie allows mums to explore their own imaginations and creativity for themselves and their daughters. Netmums are inviting mums to help write Barbie’s next chapter – a magical fairy tale for their daughters.  Mums will be invited to enter the Barbie Dreamtopia writing competition through the Netmums website.

The broadcast day was hosted by creative mum, children’s author (and former Spice Girl) Geri Horner (nee Halliwell), alongside Editor-in-Chief at Netmums, Annie O’Leary, to speak about all things ‘imagination’.

PR Campaigns: NationwideBroadcast Day: Cycle to Work Scheme 2017