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Advertising
Mattel retained DMA United to rebrand the “original fashion model”, Barbie, during a time of declining sales and lackluster interest in its classic, Barbie Collectibles.
In order to recapture the brand’s aspirational heritage while reinvigorating performance at retail, DMA United instituted a multi-tiered strategy, from class to mass.
DMA United renamed the brand, “Barbie Collector”, and updated its overall identity assets in order to signal the new and exclusive positioning to retailers, consumers, and fans worldwide.
Brand Soul
Creative Platform
Strategy
Identity