Playing with Barbie dolls was a major cornerstone of my childhood. Always the main characters in our make-believe adventures, my sisters and I could find entertainment from these toys for hours on end. It goes without saying that most of our stories involved a princess playing the role of damsel in distress with Ken as her handsome prince – not the ideal model for a soon-to-be strong, independent woman. That’s why Mattel, maker of Barbie, is trying to share a different story.
Now, in addition to mommy, policewoman, Olympic swimmer and veterinarian, Barbie has added entrepreneur to her resume. The professional-style doll comes with all the essentials to survive in the workplace: a tablet, a briefcase and her very own smartphone. But don’t let her hot pink dress and high, bumped ponytail fool you into thinking she’s just another blonde in heels. This business lady has a profile on LinkedIn and already has over 3,500 followers. Her resume boasts of her new job title “Dream Incubator” and describes a passion for inspiring young girls to try on different careers in a world without limitations.
Behind Barbie’s supremely professional profile picture is a team of eight female entrepreneurs who serve as the inspiration for Mattel’s newest campaign. This group, entitled “Chief Inspiration Officers,” are real-life business owners willing to share their secrets with Barbie. Their specialties range from home décor to gourmet candy to party planning. With their help, Entrepreneur Barbie is showing young girls “if you can dream it, you can be it!” – via tweets, Instagrams and magenta-hued games. Using the hashtag #Unapologetic, she’s letting the world know she is a self-dependent woman who doesn’t need to rely on Ken.
Mattel has launched this campaign with the hopes that Entrepreneur Barbie will provide the strong female role model young girls need. With 41% of women as the primary breadwinners of their households, Mattel and Barbie want to show girls that there really are no limitations on their ambitions. In a recent interview with LinkedIn, Barbie even had tips and “doll-themed” advice for girls thinking about owning their own businesses, like “don’t let anyone put you in a box” and “packaging matters.” With this much girl power in one campaign, there’s no telling where those tiny feet will take her.