Barbie collaborates with Singapore Tourism Board for combined marketing push

Barbie and the Singapore Tourism Board have joined forces in a marketing partnership. The campaign combines STB’s long-running ‘Passion Made Possible’ theme with Barbie’s recent ‘You Can Be Anything’ campaign. 

The campaign runs through multiple phases and activations including a showcasing of specially designed dolls, a film and a social media contest with prizes like branded gift hampers up for grabs. 

The film features young girls in Singapore meeting inspirational figures from their dream professions.

The campaign is similar to one launched for the brand in India last year.

There will also be a citywide showcase of 60 Barbie dolls with costumes and apparel designed by 18 creative and design brands from Singapore to coincide with the dolls sixtieth year in business.

The social media leg of the campaign will see figures from the Barbie franchise visit six iconic Singaporean tourist attractions with people invited to guess the location and participate in a contest for gift hampers.

Speaking of the campaign STB brand director Lim Shoo Ling said: “We strongly believe in supporting homegrown talents and celebrating their stories in various ways. Similarly, Barbie focuses on empowering girls and women, and inspiring them to dream big. 

“Barbie’s sixtieth anniversary provides us an opportunity to collaborate and tell some great Singaporean stories of passion made possible, as well as showcase the breadth and depth of our retail and design scenes.”

Mattel South Asia country manager Ivan Franco said: “As part of Barbie’s sixtieth anniversary celebration in Singapore, we are pleased to partner Singapore Tourism Board to empower the next generation of young girls on their pursuit of their dreams, where they can be anything.

“We want to continue the legacy of Barbie by working with home-grown talents, to inspire the young girls to go forth to experience their dream career.”


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.



Sign up to our free daily update to get the latest in media and marketing