The Barbie Be Super campaign can be considered more of a movement. By embracing the superhero culture that is staying strong in the media, the brand is set on empowering young girls by encouraging them to reflect and hone what makes them super. Reinforced through superhero-themed toys, a DVD, books and role play, children will become part of a larger community. This is signified by downloading an official Super Squad Member Certificate from the dedicated Barbie Be Super website.
Through gamified monthly missions, custom comic strips and more, the Barbie Be Super movement will resonate deeply with its demographic. Not to mention that it provides an opportunity for the brand to solidify itself as a source of confidence and creativity for children.