Inspiring children across the UK

The challenge

Shifts in demographics, economics, technology and media all seem to be conspiring against traditional retail business models causing big brands to close stores, and customers to move online.

To overcome this, we wanted to create an experience that would inspire a new generation to the brand – maintaining the heritage of Barbie’s traditional values whilst ensuring modern-day equality. At the same time, we needed to stand out in the high street, where macro factors contribute to retail challenges.

The strategy

The Barbie Be Anything Tour inspired girls and boys to be anything they wanted to be when they grow up; to think outside the stereotypical career options (except the ‘princess’ in the video!)

Consumers had the chance to explore different careers in the You Can Be Anything dress-up zone and learn more about the most iconic careers Barbie has held over the past 60 years. And, with a spin-the-wheel activity (yes, we did that too!), we gave customers the option to change their minds with a photo mechanic capturing the moment inside a life-sized Barbie doll box.

Our UK tour comprised 10 cities nationwide in both ‘Smyths stores’ and shopping Malls specifically, Westfield, Trafford Centre, Bull Ring and Bluewater.

The results


people through the experience


average sales uplift


average conversion to purchase


new audience reach

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