To mark International Women’s Day, Barbie has partnered with Heart to celebrate the power of women supporting women.
This morning, Amanda Holden and Pandora Christie hit the ‘Barbie button’ on the Breakfast Show to light up digital billboards across major cities including London, Manchester and Glasgow.
They will feature shout-outs and friendship messages from listeners to the Global station.
“As a leader in the doll category and with over 65+ years of inspiring limitless potential, this year the Barbie brand is proud to celebrate the power of female friendship and the positive benefits this can have to enable the limitless potential of women and girls,”said Kelly Philp, Head of Brand Marketing at Mattel UK.
“We are thrilled to bring this message to the nation this week, through our partnership with Global on Heart, part of our strategy to innovate our purpose-driven marketing initiatives.”
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All this week, Heart listeners have been nominating female role models that inspire them for a chance to have their message shared on air and on billboards, and the chance to win prizes.
It’s Barbie’s debut radio campaign and has featured presenter live reads, co-branded content, trails, sponsorships, and social media.
In addition to the partnership, the brand announced that “actresses and best friends” Hannah Waddingham and Juno Temple have been honoured with one-of-a-kind dolls made in their likenesses. The Ted Lasso stars have been named Barbie UK Role Models, marking International Women’s Day “by celebrating powerful friendship and the strong bonds that inspire and empower each other’s success.”
