Clare Ehnes’ Post

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I know, I know... *another* #Barbie post 🎀 I went to see the movie. Why? Kinda out of curiosity, kinda out of professional respect for the #Marketing people at Mattel (yeah it got annoying, but wow, the Marketing for this movie has been so incredibly successful), kinda because, well... Margot Robbie. I didn't love the movie, but I didn't hate it either. I do think it's really positive to see such a huge, historic company making an effort to change, learn and evolve. I found this article by caroline colvin interesting: https://lnkd.in/eBsVPPK4 My 2 cents 👛 To say that #DEI is at the core of what Mattel, Inc. does is a (big) stretch. However, I appreciate Mason Williams describing Mattel's commitment to DEI as a "journey". He says, "It’s a journey. It’s something that we’re going to continue to focus on and hold ourselves accountable for, and be able to have sometimes conversations that are uncomfortable, because the point is you want to improve." When I point out the changes that big companies, like Mattel, are making in favor of representation, diversity and inclusivity, I'm often told that "They're only doing it for their image, they basically want to keep making money". My response is always: "Well isn't that really cool? Isn't it really cool that that's what consumers want and that companies are being forced to pay attention? Maybe they're doing it for commercial reasons. Maybe that's only part of it. In any case, isn't it cool that it's finally happening?". #HR #deistrategy

Representation in toys isn't just about play; it's about possibility. Imagine growing up and never seeing a doll that looks like you. For many Black children, this was a reality. We lack the power to be something if we can't see it or imagine it. I recently watched the Black Barbie documentary on Netflix, and it was a profound reminder of the power of representation and the journey toward diversity and inclusion. Here are my takeaways as a marketer: 1️⃣ Make your audience feel seen: representation is non-negotiable. The documentary shows the emotional impact on Black women who grew up without dolls that looked like them. The first Barbie debuted in 1959. Mattel, Inc. would release a Black doll in 1968, but they made it clear that this wasn't a Black "Barbie" but a friend of Barbie. It would take 21 years from the launch of Barbie until Black Barbie arrived. However, Black Barbie didn't receive the same marketing push as her white counterparts. 🤦🏾♀️ It's not enough to make a diverse product; it's just as crucial to how you market it. Ensure that your campaigns are inclusive and that every product gets the visibility it deserves, reflecting the diversity of your audience. 2️⃣ Take a balanced approach to marketing The initial lack of advertising for Black Barbie is a stark reminder of the importance of equitable promotion. A product's success is heavily influenced by its marketing strategy. When we neglect to promote diverse products, we inadvertently communicate that they are less significant. As marketers, we have a crucial role in advocating for balanced advertising budgets that give equal spotlight to all products. This approach ensures that diverse audiences feel seen and valued, and it's a responsibility we must not overlook. 3️⃣ There's enough room for all of us! I view this documentary as a tribute to the bravery of Black women who fought for representation. Beulah Mae Mitchell's courage to speak up about the need for a Black Barbie paved the way for Kitty Black Perkins, the first Black woman to design a Black Barbie. This eventually opened the door for Stacey McBride-Irby, another talented designer who continued to innovate and inspire. Their stories remind me that there's enough room for us to shine. ✨As marketers, we should strive to elevate and support each other by fostering connections. This documentary reminded me that I grew up with mostly white dolls and didn't see myself. As a mother, I now ensure my daughters have dolls that look like them, teaching them they are beautiful, capable, and worthy. Representation matters—not just in the products we create but in how we advertise them. It's our responsibility to ensure that everyone sees themselves as the hero of their own story. 🫶🏾 Have you watched the documentary yet? Let me know your thoughts. #blackbarbie #documentary #netflix #brandmarketer #marketingmonday #marketingtips https://lnkd.in/eVc3K-eg

Absolutely blown away by the phenomenal marketing campaigns and brand collaborations that accompanied the #Barbie movie launch! 🚀 From exciting events to innovative activations, this article captures the brilliance behind this iconic brand's movie release. Kudos to the creative minds and teams who made it a resounding success! 👏 #BarbieMovie #MarketingExcellence #BrandCollaborations #ExperientialMarketing

Is the Mad Men era really over? I wanted to wait until after Cannes to share my thoughts about this article, and quite honestly, I couldn't think of a better day to share my perspective then on July 4th. How is that the most creative people on the planet who undoubtedly continue to shape global pop culture, left out of the most creative industry in the world. Think about it, Black and Brown consumers created rock and roll, hip hop, jazz, rhythm and blues, Hip Hop, DJ'ing, Streetwear, every meaningful move you watch everyday in sports that makes you say, "Wow, Did you see that!" We delight the world with our flavors, cuisines, and our uncanny way of taking what was considered scraps and turn them into the some of the most flavorful dishes on the planet, and that's just the pop cultural contributions. I can talk about all the creative contributions we've made in science, the arts, and academia, but I want you all to get back to your BBQ's. Let's just assume that most people will agree that the world would be drastically different and not as interesting if it was not for our contributions. So the question I have to ask, is how are the most creative people on the planet not winning more awards at Cannes, or not ECD's, or CCO's for big ad agencies or running 100 million dollar creative consultancies that are driving growth for multi billion dollar brands. The answer is simple answer, one that we continue to run away from because it forces us to determine if we are culpable and guilty of being bias and the perpetuaters of prejudice. And by the way, this goes for both Black people as much as it does for White who are in the key positions to create the necessary paradigm shifts. Ultimately, the responsibility will have to happen at the brand level if we want this to change. Brands must open up the aperture on how we are seen and utilized. We are not just talent or an accessory to your typical understanding of what creative talent is or what you need it to be, sound like, look like to make you feel comfortable. Someone recently asked me what makes a good client, and I told them "Courage"! If this industry is going to change we need more of that! Happy Independence Day!! #equality #courage #diversity #inclusivity #creativity #advertising

The Barbenheimer phenom has benefited Warner Bros. Entertainment with more than $500 million in global box office sales from the Barbie movie’s first week in cinemas. The Barbie success is the first in Mattel, Inc.'s IP strategy with 14 other toy brands in the pipeline that look to bolster the toy company, and studio’s, bottom lines. These expected Q3 successes come on the heels of a slower Q2 with Warner Bros. Entertainment expecting a decline in revenue due to an underwhelming performance of their once expected DC blockbusters. This in addition to the backdrop of the WGA/SAG-AFTRA strikes. Break out the popcorn for the first showing of Warner Brothers Q2 earnings when they report on the #BloombergTerminal using KPIC, DS, and MODL tools. #Barbenheimer #Barbie

Back in 1952, Mr. Potato Head became the first toy advertised directly to kids on TV...and just a few years later in 1959, Mattel's Barbie would rely heavily on direct marketing to kids through their own TV advertising campaigns. These ads used plenty of music, lots of close-up looks at the dolls, and of course fashion showcases. Take a look! Does this slogan a bell for anyone? 🎵You can tell it's Mattel...it's swell!🎵 #toymarketing #toyadvertising #marketinghistory #advertisinghistory #barbiehistory #mattel #barbie #mattelhistory

Did you think a movie about a doll could spark an amazing discussion on board diversity and inclusion? We did! “Lessons Learned: Barbie, Mattel & The Case for Board Diversity” highlighted the impact of intentional inclusion. Watch the replay and take action within your sphere of influence. Sharing the effective practices and procedures presented by our panel advances equitable leadership at the top.  This stereotypical Barbie (Spoiler Alert) confronts the stereoptypical board of all white males with Will Ferrel at the helm as CEO and the male patriarchal society and wins! The real Mattel board was white-knuckling it through a lot of the script and yet gave director Gerta Gerwig the reins to the highest grossing opening weekend film ever directed by a woman this year and has broken several other box office records. Not to mention re-igniting the movie theatre business. Watch the Replay and dive into this UBER SUCCESSFUL BRAND EXPERINCE and the board that created the space for it to happen… Mattel’s 2023 Proxy Statement Disclosures • Mattel ranks as the #1 toy company in the United States for the 29th consecutive year, #2 in Europe, #1 in Latin America, and #2 in Australia. • Eleven members on their Board of Directors – 5 men, 5 women, 1 undisclosed • 1 African American or Black, 1 Asian, 1 Latin, 1 undisclosed • 64% of director nominees joined the Board since 2018 #barbie #mattel #takeyourseat #boarddiversity #inclusion

Ryan Gosling’s “I’m Just Ken” Oscars performance was evidence (again) of how the filmmakers created an almost flawless brand. Here’s what you can learn from Barbie. 1. Know Your Mission  Barbie’s director, Greta Gerwig had a pretty laser focus. She said she wanted to point out contradictions in Mattel’s marketing of the doll—especially their slogan which is “You can be anything.” She also wanted to crush the idealism of the unreachable perfect woman. And she wanted to do it in a fun (and funny) way. 2. Know Your Competition  “Barbenheimer” became a catchphrase last year because of the simultaneous openings of Barbie and Oppenheimer. Two major movies opening on the same weekend creates natural competition. According to Barbie star and producer Margot Robbie, she got a call from one of Oppenheimer’s producers, asking them to change Barbie’s release date. They declined. Why? Because they knew Oppenheimer was a totally different type of movie than theirs. In fact, Robbie described it as a “really great pairing.” She and the rest of the folks behind Barbie were confident they didn’t really have to compete against their competition, so they didn’t waste a lot of energy going head-to-head and fighting for viewership. As it turned out, Barbie was right—they made $155M versus Oppenheimer’s $80M during their first box office weekend. 3. Know Your Audience  The filmmakers probably had no idea so many people would end up being their audience. But director Greta Gerwig said she wanted the theatergoing experience to be cathartic for those who did. The fact that 22% hadn’t been to a cinema since before the pandemic shows that she reached the right people. At the same time, the producers did an incredible job of not alienating those who were the “obvious” Barbie watchers. The final evidence that Barbie really understood its people was seen at the Oscars, when Ryan Gosling performed “I’m Just Ken” in all its glory and got the masses at Dolby Theater on their feet singing along. Be like Barbie. Know your brand. #Barbie #Branding #Brand #ThinkBig

There's not much to question regarding the overall success of the new #Barbie movie and its numerous collaborations (Don't worry: No spoilers here). "Barbie and Mattel now have the critical mission to ensure the promises made and awareness unlocked in those dark theaters continue to resonate with audiences. And that is where Barbie’s brand purpose becomes paramount: it should be the absolute center of any consumer-focused communication and campaign moving forward." Our own Hayley Keown breaks down how purpose plays a critical role in Barbie’s revitalization and why it matters in PRWeek. #WholeBrands #BrandPurpose #BarbieTheMovie https://lnkd.in/gByaUCm9