EL SEGUNDO, CA: Mattel has launched an integrated marketing campaign to promote Barbie as a symbol of fashion and pop culture on the eve of her 50th anniversary this March. The PR team aims to reach three generations of consumers and ultimately impact sales via partnerships, events, and online communications. Although the anniversary takes place March 9, the campaign is ongoing throughout the year.
Lauren Dougherty, director of PR at Mattel and one of three committee chairs for the program, said ...