Mattel is celebrating the 60th anniversary of its star product with a travelling Barbie pop-up. Titled 'Be Anything,' the message of the temporary initiative is built around acceptance and possibility through photo opportunities and meet-and-greets with local role models.
The tour will run from March until October, stopping in a total of 34 Walmart parking lots. At each Barbie pop-up, visitors will have the chance to listen to a local role model speak. The talks will have an emphasis on "breaking boundaries to inspire the next generation of girls." Children will also have the opportunity to explore possible careers in the 'You Can Be Anything' dress-up zone, as well as take photos inside a life-size Barbie box and browse original Barbie career dolls.
The Barbie pop-up also allows for individuals to enter a draw for the chance to win $20,000.
What Makes This Trend Stand Out
- Travelling Pop-ups
- Opportunity for companies to create pop-up experiences that travel to different locations, increasing brand visibility and engagement.
- Promoting Acceptance and Possibility
- Growing trend of brands using temporary initiatives to promote messages of acceptance and possibility, creating positive brand association.
- Interactive Brand Experiences
- Increasing popularity of interactive experiences that allow consumers to engage with brands in unique and memorable ways.
Sectors Adopting This
- Retail
- Retailers can leverage the trend of travelling pop-ups to increase foot traffic and generate buzz around their brand.
- Toy
- Toy companies can use temporary initiatives to create immersive experiences for children, promoting imagination and brand loyalty.
- Marketing and Advertising
- Marketing agencies can help brands design and execute interactive brand experiences to create lasting connections with consumers.
