Mattel Fights Gender Stereotypes With “Fierce” Moschino Barbie Ad


(PCM) In the midst of strong sale declines, Mattel has made another attempt to rebrand themselves, as well as, fight gender stereotypes with their new ad for Moschino Barbie. For the first time in Mattel’s history the ad featured a boy playing with the doll as he adorably utters the phrase “So fierce”!

The ad seems to have had a positive impact for the company as everyone is loving the young boy and many are praising Mattel for taking a stand against gender norms. It is Mattel’s hope that this ad will open up their company to an entirely new demographic of customers. The holiday shopping season is fast-approaching so the timing for the ad could not have been any better for the company. Mattel has tried to rebrand itself and Barbie in the past, however their efforts have previously backfired, especially when it came to the 2010 doll and book “Barbie: I Can Be A Computer Engineer”. While it may have seemed like a great idea at the time, the book showed that Barbie still needed assistance from her male counterparts for the computer engineer job and Mattel received a ton of critical backlash. What do you think of the new Barbie Moschino ad? Will it be enough to put the company back in the green again this holiday season?