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What Brands Can Learn from Barbie’s Social Video Success
Barbie: Life in the Dreamhouse - Wikipedia
Children around the world are currently trying to decide which toys to put on their Christmas list. Some browse catalogues for inspiration or look in toy shops and watch TV adverts, while others are turning to toy unboxing videos to make up their minds. What is the appeal of these videos, and are they in any way harmful? For nine-year-old Verity, the unboxing videos have been a great way to work out which toys she really wants this Christmas. In these videos, children, or in some cases just a pair of hands, take toys out of their packaging and play with them. Verity particularly likes watching Shopkins, Lego and Harry Potter toys being opened on YouTube, which is the main platform for this type of content.
Barbie Dolls and Playsets
Ruth Handler and her husband Elliot, founded the toy company Mattel, Inc in Inspired by watching her daughter play with make-believe paper dolls of adult women, Handler realized there was an important niche in the market for a toy that allowed little girls to imagine the future. Originally marketed as a racy gag gift that men could buy in tobacco shops, the Lilli doll later became extremely popular with children. Mattel bought the rights to Lilli, and Handler created her own version. Handler always saw Barbie as a reflection of the times, with the first doll mimicking the glamour of s stars such as Elizabeth Taylor and Marilyn Monroe.
Over the last few years, Barbie videos have allowed the iconic toy brand to pull a total Benjamin Button -style transformation, manifesting a more youthful and empowered version of itself in the social-video ecosystem. In our Tubular Awards, Barbie manufacturer Mattel landed at 5 across the most-watched brands on video platforms, taking in 1. Interested in learning how the brand was able to do this? Download our webinar to find out!