To amplify the Barbie brand’s #DadsWhoPlayBarbie campaign and celebrate People’s “World’s Greatest Dads” special feature, today Barbie honors celebrity dads, Jerry O’Connell and Mario Lopez, with one-of-a-kind dolls made in their likeness.
This partnership with People is part of Barbie’s first campaign highlighting the role of dads, which launched with the “Dads Who Play Barbie” spots featuring real dads and their daughters playing Barbie. Barbie knows when dads spend time in her imaginary world, is an investment in her real world. Research shows that a dad’s involvement in his daughter’s imaginary play contributes to her social, intellectual, and emotional development in real life.
Actor Jerry O’Connell, proud father of twin daughters, can now play Barbie in a whole new way saying, “Doll time will now include my very own Barbie doll. It’s an honor to be immortalized in plastic and honored by People magazine for my most important role as a “World’s Greatest Dad.”
People’s first-ever “World’s Greatest Dad” feature, which begins rolling out on newsstands in New York and Los Angeles today, spotlights celebrity and everyday dads known for their important roles as fathers. Mattel teamed up with Time Inc.’s People on this special feature that will be available nationwide on Friday, February 17.
Barbie’s integrated #DadsWhoPlay Barbie campaign launched during the NFL Playoffs in January with significant television, theatrical, digital and print advertising designed to reach dads and reinforce the benefits of imaginative play and storytelling with Barbie. This is the first time Barbie will have a brand-directed commercial on television in the spring. The campaign will pulse throughout the year with social, digital and marketing initiatives in partnership with Social Native and Tongal in an effort to engage #DadsWhoPlayBarbie.