Barbie You Can Be Anything 2020 Campaign Guide LoRes

BARBIE
TM
YOU CAN BE ANYTHING

TM
2020 CAMPAIGN GUIDE

Mattel Confidential Information/May Include Trade Secrets ©2019 Mattel. All rights reserved.
You Can Be Anything TM
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2020 Campaign Guide
Our Purpose To inspire the limitless potential in every girl.
In 2020, the Barbie brand increases its momentum to inspire the limitless potential in every girl. The next iteration of the
TM
You Can Be Anything campaign encourages girls to break boundaries and shatter glass ceilings.
TM
Following the 60th anniversary celebration, we’ve created new, impactful event activations to help energize your markets
and promote imagination, expression, and self-discovery. We’ve highlighted memorable firsts and brand milestones
while championing female empowerment to further girls’ beliefs that they can, and will, be anything they want.
Throughout the year, we will be providing the purposeful, inspiring content and products needed to power next-gen
imaginations. Everything we do and say will tie back to empowering girls including activations tied to key cultural moments
such as the Olympics and national elections. We will continue to encourage girls to chase their dreams because when a
girl plays with Barbie, she imagines everything she can become.
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2020 Campaign Guide
Table of Contents
Our Purpose 02 Shop-in-Shop Merchandising 37 Careers in Tech 70 Mermaid 107

Process and Approvals 04 Merchandising Headers 38 Fashion History 71 Musician 108
Vertical Girl Merchandising Banners 39 Present News Anchor 109
Vertical Doll Merchandising Banners 40 Barbie Dreamhouse 72 Pilot 110
TM
2020 YOU CAN BE ANYTHING

E-Commerce 41 Kitchen & Dining Area 73 Political Candidate 111
BRAND ASSETS Living Room 74 Scientist 112
Primary Barbie Logo 07
TM
Ball Pit 75 Soccer Player 113

Secondary Monogram 08 SPORTS TENTPOLE
Closet 76 Surfer 114
Silo Head Icon 09 Narrative 43 Vlogger Bedroom 77 Patterns 115
Logo Lockup, Vertical—Primary Usage 10 Merchandising Key Art 44 Vlogger UX 78
Logo Lockup, Horizontal—Limited Usage 11 Merchandising Displays 45 We Are Barbie 79
Approved Language 12 E-Commerce 46 GIVEAWAYS & COLLATERAL
Role Models—Standees Photo Op 80
Color Palette 13 Social Pages 47 Role Models—Flipping Tiles 81 Activity Stamp Book & Giveaway 117
Gradient Backgrounds 14 Branding Assets 48 Future Marketing Materials 118
Typography (Print) 15 Olympic® Games Tokyo 2020 Next Generation of Firsts—Digital Box 82 Notebook & Pen 119
Typography (Video) 16 Primary Key Art 49 Retail 83 Bag & Notepad 120
Typography (Web) 17 Merchandising Displays 50
Secondary Key Art & Doll Photography 51 ACTIVATIONS CAMPAIGN ASSETS
VIDEO CONTENT Digital Banners 52 Pop-Up Pods 85
Introduction 19 Full-Length Girl Photography—Scenes 122
Career Barbie Dreamhouse, Two-Story 86 Full-Length Girl Photography—Gradients 125
Imagine the Possibilities Video Content 20
LIVE EVENTS Career Barbie Dreamhouse, One-Story 87 Full-Length Doll Photography 127
Imagine the Possibilities Cut-Downs 21 Career Barbie Dreamhouse, Assets Per Room 88
Video Content End Tag 22 Introduction 54 Full-Length Accessories Photography 132
Best in Class 55 Career Barbie Closet 89 Close-Up Girl Photography 134
Brand Videos/Sizzles 23 Career Barbie Closet Assets 90
Music Library 24 Close-Up Doll Photography 136
POP-UP EXPERIENCE Magnetic Wall Career Dress-Up 91 Do’s & Don’ts 140
Introduction 57 Photo Ops 92
PRINT Career Interactive 94
Print Ad—Multiple Careers 27 Floor Plan 58 LEGAL 141
Print Ad—Single Career 28 Entrance Window Graphics 59
Instagram Moments 60 ACTIVATION ASSETS
Launch Party 61 Animal Doctor 96
OUT OF HOME Artist 97
Out-of-Home 30 Instagram Moment/DJ Booth 62
Past Astronaut 98
Barbie Debuts 63 Baker 99
DIGITAL Ballerina 100
Banner Ads 32 First Car 64
First Careers 65 Builder 101
Social Pages 33 Explorer 102
Barbie’s First Commercial 66
Meet Ken 67 Fairy Princess 103
MERCHANDISING Fashion Designer 104
In-Aisle Merchandising 35 Astronaut Barbie 68
Barbie For President 69 Firefighter 105
Incremental Merchandising 36 Hairstylist 106
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2020 Campaign Guide
Process To receive the best service when submitting new projects for review,
please follow these steps:
& Approvals
1. Please submit all requests, along with the completed submission form, to Dolls.Marcom@Mattel.com.
2. Please include the following information in the subject line for each submission:
a. Brand
b. Country / Region
c. Licensee / Retailer
d. Project Name
e. URGENT
• If you must receive feedback within 24 hours, please include URGENT as the first word in your subject line.
• Urgent requests are not encouraged, but we will do our best to prioritize.
Example subject line: Barbie – USA – Licensee/Retailer – Holiday POS

(Please use this exact format)
• Please plan ahead and allow Marcom 1 week to review.

• Please submit early, allowing yourself time to implement Marcom feedback.
• Marcom reviews for brand creative approval only.
Please seek all necessary legal, licensor and marketing approvals separately.
Projects and materials to submit for review:
• Large-scale regional promotions

• Brand activations
• Tier 1 pitches & partnerships
• Demand creation videos for brand and toy
• Merchandising & shop-in-shop designs for key accounts
• High impact trade & licensing shows
• High-traffic/long standing live events
• Brand content development
• Documentation: post-launch photos and videos
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2020 Campaign Guide
YOU CAN BE ANYTHING
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2020 Campaign Guide
You Can Be Anything
Brand Assets
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2020 Campaign Guide
You Can Be Anything Brand Assets
Primary Barbie Logo

The Barbie logo is the primary brand mark
TM
and should be used across all assets to

establish branding.
Depending on where the brand marks are

used, they may appear in solid black or white.
Never use historical versions of the Barbie logo.
BB_YCB19_BarbieLogo.ai
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2020 Campaign Guide
Secondary Monogram
The monogram is a secondary brand mark and
should be used only when the Barbie brand has TM
already been clearly established.
Depending on where the brand marks are used,

they may appear in solid black or white.
BB_YCB19_BarbieMonogram.ai
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2020 Campaign Guide
Use: Marketing Communications
Silo Head Icon

These silo head icons are graphic elements to be used
sparingly across comms, but should not be used in
place of the primary or secondary brand marks.
The silo head icons have been refreshed.

Please note the original and updated versions. BB_YCB19_SiloHead_Circle_01.ai BB_YCB19_SiloHead_Circle_02.ai
The circle silo heads are to be used for all

Marketing Communications. Use: Consumer Products ONLY
The non-circle version is for Consumer

Products use only.
Never use historical versions of the silo head icons.
BB_YCB19_SiloHead_CP_USE_ONLY.ai
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2020 Campaign Guide
Logo Lockup, Vertical—

Primary Usage
The logo lockup has been refreshed. Note the
original and updated versions. Please use this
new lockup for all 2020 and beyond needs.
The vertical logo lockup is the primary version,

and should be used when possible.
Never use historical versions of the logo lockup.
BB_YCB20_Lockup_Primary.ai
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2020 Campaign Guide
Logo Lockup, Horizontal—

Limited Usage
The logo lockup has been refreshed. Note the
original and updated versions. Please use this
new lockup for all 2020 and beyond needs.
The horizontal logo lockup is the secondary

version. Use only in narrow spaces where
the primary logo lockup is not feasible.
Never use historical versions of the logo lockup.
BB_YCB20_Lockup_Secondary.ai
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2020 Campaign Guide

Headline:
Approved Language
When a girl plays with Barbie she
When communicating the You Can Be Anything
messaging, make sure to adhere to the approved imagines everything she can become.
brand language.
Tagline:
You Can Be Anything
Hashtag:
#Barbie #YouCanBeAnything
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2020 Campaign Guide
You Can Be Anything Brand Assets Primary Secondary
Color Palette
Primary Pantone 182C Pantone 319C Pantone 527C
Barbie Pink is the primary brand color and
TM
Barbie Pink CMYK 0 31 8 0
RBG 250 187 203
CMYK 59 0 22 0
RBG 45 204 211
CMYK 69 99 0 0
RBG 128 49 167
should be prominent across all communications.
White represents negative space. HEX #fabbcb HEX #2dccd3 HEX #8031a7
Pantone 219C
CMYK 0 88 0 0
Secondary RBG 222 28 133
The colors in the secondary color palette
HEX #de1c85
compliment Barbie Pink and should be
used as accents to add playfulness.
Call out spot color where applicable.
Pantone YellowC Pantone Orange 021C Pantone 375C
Use the conversions listed here for accurate CMYK 0 1 100 0 CMYK 0 65 100 0 CMYK 46 0 90 0
RBG 254 221 00 RBG 254 80 00 RBG 151 215 00
4-color process printing and digital use.
HEX #fedd00 HEX #fe5000 HEX #97d700
The colors shown throughout this guide have not been evaluated
by Pantone, Inc. for accuracy and may not match the Pantone®
Color Standards. Pantone® is a registered trademark of Pantone, Inc.
White
CMYK 0 0 0 0
RBG 255 255 255
HEX #ffffff
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2020 Campaign Guide
Gradient Backgrounds
To be used with girl, doll, and accessories
photography. See pages 125-139.
PINK BLUE PURPLE

The colors shown throughout this guide have not been
evaluated by Pantone, Inc. for accuracy and may
not match the Pantone® Color Standards. Pantone® Rectangle_gradient_pink.psd Rectangle_gradient_blue.psd Rectangle_gradient_purple.psd
is a registered trademark of Pantone, Inc.
YELLOW ORANGE GREEN
Rectangle_gradient_yellow.psd Rectangle_gradient_orange.psd Rectangle_gradient_green.psd
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2020 Campaign Guide
You Can Be Anything Fonts
Headline Lemon/Milk
You Can Be Anything Brand Assets Upper Case Only
dafont.com ABCDEFGHIJKLMNOPQRSTUVWXYZ
Typography (Print) 0123456789
Subhead
Upper Case Only
FRONTAGE CONDENSED BOLD
Please adhere to the use of these fonts at all times.
myfonts.com ABCDEFGHIJKLMNOPQRSTUVWXYZ
To download fonts, go to the website listed with
0123456789
each font.
You Can Be Anything Fonts

Body Copy Museo Sans - 300, 500, 700
Sentence/Title Case Only
To be used on the 2020 campaign. Note the fonts.com ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
addition of the Lemon/Milk and Frontage fonts.
0123456789
Additional Brand Fonts
To be used on marketing materials, collateral,
You Can Be Anything
Logo Lockup LEAGUE GOTHIC
invitations, and other assets for legibility. Upper Case Only
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789
1001fonts.com
Fonts used in this guide may have been purchased or licensed from third parties.
You must determine if your commercial use of these elements necessitates a
license from the rights holders.
Additional Brand Fonts
Headline
Upper Case Only
LEAGUE GOTHIC
1001fonts.com ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789
Subhead Century Gothic - Regular & Bold
fonts.com
abcdefghijklmnopqrstuvwxyz
0123456789
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2020 Campaign Guide
Typography (Video) Headline

LEAGUE GOTHIC
Upper Case Only
1001fonts.com ABCDEFGHIJKLMNOPQRSTUVWXYZ
Please adhere to the use of these fonts at all times.
0123456789
each font. Body Copy Century Gothic - Regular & Bold
fonts.com
Fonts used in this guide may have been purchased or licensed from third parties. abcdefghijklmnopqrstuvwxyz
You must determine if your commercial use of these elements necessitates a
license from the rights holders.
0123456789
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2020 Campaign Guide
Typography (Web) Headline OSWALD - MEDIUM & BOLD

Upper Case Only
fontsquirrel.com ABCDEFGHIJKLMNOPQRSTUVWXYZ
Please adhere to the use of these fonts at all times. 0123456789
each font.
Body Copy Raleway - Regular, Medium, Semi-Bold, Bold
fontsquirrel.com ABCDEFGHIJKLMNOPQRSTUVWXYZ
Fonts used in this guide may have been purchased or licensed from third parties.
You must determine if your commercial use of these elements necessitates a abcdefghijklmnopqrstuvwxyz
license from the rights holders. 0123456789
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2020 Campaign Guide
You Can Be Anything
Video Content
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2020 Campaign Guide
Video Content Introduction
Meet Hogarth
Hogarth is our localization and distribution partner. They are in possession of all of the video assets created for the brand.
Please contact Hogarth for all your consumer-facing video asset requests.
How Hogarth Can Help You

Hogarth delivers all of our video assets on a global level. They are the centralized source for distributing localized assets for each
market. For example, they provide translation services, cut-downs, know which music tracks are owned, and have graphic assets
(including the end tag on page 22 and product shots) in separate files.
How to Contact Hograth

Yunuen Torres:
yunuen.torres@hogarthww.com
Maria Jose Perez:
mariajose.perez@hogarthww.com
cc:
Dolls Marcom
Dolls.Marcom@Mattel.com
Upon Job Completion

It is each agency’s responsibility to provide Hogarth with all of the appropriate assets and paperwork upon completion of a job.
These assets include: • As-produced Script • Completion Report • Producer Affidavit
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2020 Campaign Guide
Imagine the Possibilities

Video Content
The Barbie brand spot, “Imagine the Possibilities,” can
TM
continue to be leveraged until March 2020. Additionally,

we have provided several cut-downs of the spot. Any
usage outside online usage or beyond March requires
incremental usage rights. Please reach out to the team
below to discuss desired usage.
Please note there will be a new brand asset delivered

in February 2020 focusing on the benefits of play with
Barbie. More details will be provided.
These assets are available from Hogarth Worldwide Limited.
Please send requests directly to:

Yunuen Torres:
Maria Jose Perez:
cc:
Dolls Marcom:
Jenn Chen:
Jennifer.Chen2@Mattel.com
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2020 Campaign Guide
Professor :30 Professor :15 Airport Executive :15

Imagine the Possibilities
Cut-Downs
This messaging can be leveraged when posting
the video cut-downs on social media platforms.
Post Copy: Post Copy: Post Copy:

Why don’t dogs think like adults? This professor Why don’t dogs think like adults? This professor New business opportunity? This young
“Imagine the Possibilities” long-form 1:45 has a brilliant theory. Watch the full film: has a brilliant theory. Watch the full film: executive has her pitch down! Watch the full
Global online usage until 3/8/20 Barbie.com/YouCanBeAnything. Join the Barbie.com/YouCanBeAnything. Join the film: Barbie.com/YouCanBeAnything. Join
conversation #YouCanBeAnything conversation #YouCanBeAnything the conversation #YouCanBeAnything
“Professor” :30
Global online usage until 3/8/20
“Airport” :15 Coach :15 Paleontologist :15

“Coach” :15
“Paleontologist” :15
“Professor” :15
Global online usage until 3/8/20
*Please note the following TWO spots are not

available for any use: “Vet” :15, “Professor” :20
Post Copy: Post Copy:

When this coach says, “Jump!” the players say, Even the mighty T-Rex needs love according
“How high?” See the team’s surprise when to this young dinosaur expert. Watch the full
they meet their new coach. Watch the full film at Barbie.com/YouCanBeAnything. Join
film: Barbie.com/YouCanBeAnything. Join the conversation #YouCanBeAnything
the conversation #YouCanBeAnything
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2020 Campaign Guide
You Can Be Anything Video Content

Video Content End Tag
A standard 3- to 4-second treatment used at
the end of each TV commercial to establish
brand continuity and connect to the larger
brand campaign.
The end tag should be used to finish all locally

produced television commercials for toy,
promotions, and licensed products.
These assets are available from

Hogarth Worldwide Limited.
Please send requests directly to:

Yunuen Torres:
Maria Jose Perez:
cc:
Dolls Marcom:
Jenn Chen:
Jennifer.Chen2@Mattel.com
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2020 Campaign Guide
POWER OF THE BRAND VIDEO

This asset is intended for partnership pitches and tradeshows.
This asset is not consumer facing and available upon request
You Can Be Anything Video Content at Dolls.Marcom@Mattel.com
Brand Videos/Sizzles New 2020 Power of the Brand video to come.
Please adhere to usage rights.
CAMPAIGN VIDEO
This asset is consumer facing and can be used as
a brand video to communicate the You Can Be
Anything campaign messaging.
Usage Rights:
Industrial and digital usage, worldwide, in perpetuity.
This video is not approved for broadcast.
These assets are available to download on

Marcom’s Sharepoint server:
MAC: smb://file01-est.corp.mattel.com/
Marcom_BRAND_GUIDES
PC: \\file01-est.corp.mattel.com\
Marcom_BRAND_GUIDES
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2020 Campaign Guide
YEAR OF
PROPERTY TITLE COMPOSER(S) PUBLISHER
RELEASE
You Can Be Anything Video Content You Can Be Anything

(full length)
Colton Fisher (BMI) 20%
Jason Rabinowitz (BMI) 20%
Jordyn Kane (BMI) 20%
Music Library
Brayden Deskins (BMI) 20%
Barbie Dreamhouse You Can Be Anything Songs of Mattel (BMI) 85%
2018 Jaron Lamot (ASCAP) 5%
Mattel Rhapsody (ASCAP) 15%
Adventures (:60) Ryan Franks (SESAC) 5%
Joel Beckerman (ASCAP) 5%
You Can Be Anything David Wolfert (ASCAP) 2.5%
(:30) Kathryn Raio (ASCAP) 2.5%
Lyrics by:
Neal Spector & Hillary Harmon Powell
Music included is approved and cleared for Music by:
Jordyn Shankle (BMI) 20%
promotional use. 2017 Barbie Dreamtopia Dreamtopia Theme Song

Caleb Middlebrooks (ASCAP) 30%
Songs of Mattel (BMI) 55%
Jason Rabinowitz (BMI) 10% Mattel Rhapsody (ASCAP) 45%
Jaron Lamot (ASCAP) 5%
Marcom will not fulfill music requests. Kelli Wakili (ASCAP) 5%

Mansa Wakili (ASCAP) 5%
2017 Barbie Dreamtopia Keep On Lookin’ Michael Rubin (ASCAP) 100% Mattel Rhapsody (ASCAP) 100%
All requests for use and assets should be directed to 2017 Barbie Dreamtopia
Everybody Get Up!
(working title)
Michael Rubin (ASCAP) 100% Mattel Rhapsody (ASCAP) 100%
MCpost@mattel.com, together with a description of 2017 Barbie Dreamtopia Roll with It Michael Rubin (ASCAP) 100% Mattel Rhapsody (ASCAP) 100%
the proposed use. Jordyn Shankle (BMI) 20%

Jason Rabinowitz (BMI) 20% Songs of Mattel (BMI) 32.5%
Barbie Star Light Adventure Colton Fisher (BMI) 20%
The Math Club (BMI) 32.5%
2016 and So Beautiful* Brayden Deskins (BMI) 5%
Mattel Rhapsody (ASCAP) 17.5%
Please contact Mattel Music Legal and Business Affairs Barbie Dolphin Magic Mansa Wakili (ASCAP) 20%
Jaron Lamot (ASCAP) 10% Bad At Math Songs (ASCAP) 17.5%
Kelli Wakili (ASCAP) 5%
for additional information and clearance rights.
Jason Rabinowitz (BMI) 20% Songs of Mattel (BMI) 32.5%
The Math Club (BMI) 32.5%
2016 Barbie Star Light Adventure This Feeling is Everything* Brayden Deskins (BMI) 5%
Mansa Wakili (ASCAP) 20% Mattel Rhapsody (ASCAP) 17.5%
Jaron Lamot (ASCAP) 10% Bad At Math Songs (ASCAP) 17.5%
Kelli Wakili (ASCAP) 5%

Barbie & Her Sisters Jason Rabinowitz (BMI) 15% Songs of Mattel (BMI) 32.5%
in a Puppy Chase The Math Club (BMI) 32.5%
2016 Live in the Moment Mansa Wakili (ASCAP) 25%
and Jaron Lamot (ASCAP) 5% Mattel Rhapsody (ASCAP) 17.5%
Barbie Dolphin Magic Kelli Wakili (ASCAP) 5% Bad At Math Songs (ASCAP) 17.5%

Jason Rabinowitz (BMI) 20% The Math Club Music (BMI) 42.5%
Songs of Mattel (BMI) 42.5%
2016 Barbie Spy Squad Strength In Numbers Mansa Wakili (ASCAP) 20%
Kelli Wakili (ASCAP) 5% Bad at Math Songs (ASCAP) 7.5%
Jaron Lamot (ASCAP) 5% Mattel Rhapsody (ASCAP) 7.5%
James Katalbas (BMI) 5%
*Localized
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2020 Campaign Guide
YEAR OF
PROPERTY TITLE COMPOSER(S) PUBLISHER
RELEASE
You Can Be Anything Video Content Jason Rabinowitz (BMI) 25%
The Math Club Music (BMI) 35%
Songs of Mattel (BMI) 35%
2016 Barbie Spy Squad Silver Lining
Music Library
Kelli Wakili (ASCAP) 5% Bad at Math Songs (ASCAP) 15%
Jaron Lamot (ASCAP) 5% Mattel Rhapsody (ASCAP) 15%
James Katalbas (BMI) 5%
Barbie & Her Sisters in the Great Jeannie Lurie (ASCAP) 50%
2015 The Greatest Day Gabriel Mann (ASCAP) 50%
Puppy Adventure
Music included is approved and cleared for Gabriel Rutman (ASCAP) 42.5%
Kay Hanley (ASCAP) 42.5% Mattel Rhapsody (ASCAP) 85%
promotional use. 2015 Barbie Rock ’n Royals What If I Shine Re-Mix* Kelli Wakili (ASCAP) 0.75%
Songs of Mattel (BMI) 3.75%
The Math Club Music (BMI) 3.75%
Jaron Lamont (ASCAP) 0.75%
Jason Rabinowitz (BMI), 3.75% Bad At Math Songs (ASCAP) 7.5%
Colton Fisher (BMI) 3.75%
Marcom will not fulfill music requests. 2015 Barbie Rock ’n Royals Find Yourself in the Song*
Gabriel Mann (ASCAP) 50%
Kay Hanley (ASCAP) 50%
Jeannie Lurie (ASCAP) 50%

2015 Barbie Rock ’n Royals Gotta Get to Camp* Mattel Rhapsody (ASCAP) 100%
All requests for use and assets should be directed to Gabriel Mann (ASCAP) 50%

MCpost@mattel.com, together with a description of 2015 Barbie Rock ’n Royals What If I Shine* Gabriel Mann (ASCAP) 50%
the proposed use. 2015 Barbie Princess Power The Coolest Thing Ever*
Kay Hanley (ASCAP) 50%

2015 Barbie Princess Power Superhero Beat Mattel Rhapsody (ASCAP) 100%
Please contact Mattel Music Legal and Business Affairs Kay Hanley (ASCAP) 50%

for additional information and clearance rights. 2015 Barbie Princess Power Soaring Kay Hanley (ASCAP) 50%

2014 Anything is Possible Fashion Anthem Variation David Wolfert (ASCAP) 25% Mattel Rhapsody (ASCAP) 100%
Kathryn Raio (ASCAP) 25%

2014 Anything is Possible Fashion Variation Sonic Logo David Wolfert (ASCAP) 25% Mattel Rhapsody (ASCAP) 100%

2014 Anything is Possible Brand Anthem David Wolfert (ASCAP) 25% Mattel Rhapsody (ASCAP) 100%

2014 Barbie & the Secret Door If I Had Magic* Gabriel Mann (ASCAP) 50%
Amy Powers (ASCAP) 33.33%

What’s Gonna Happen
2014 Barbie & the Secret Door Gabriel Rutman (ASCAP) 33.34% Mattel Rhapsody (ASCAP) 100%
Next (reprise)* Rob Hudnut (ASCAP) 33.33%
Jeannie Lurie (ASCAP) 33.33%

2014 Barbie & the Pearl Princess Mermaid Party Gabe Mann (ASCAP) 33.34% Mattel Rhapsody (ASCAP) 100%
Rob Hudnut (ASCAP) 33.33%
*Localized
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2020 Campaign Guide
You Can Be Anything
Print
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2020 Campaign Guide
You Can Be Anything Print Single-Page Double-Page
Print Ad—Multiple Careers

This print ad is best used for brand opportunities
suited for clear and simple communication to
emphasize the overarching campaign messaging.
Headline: When a Girl Plays With Barbie She

Imagines Everything She Can Become.
Logo: Barbie
Tagline: You Can Be Anything
CTA: barbie.com #YouCanBeAnything
BB_YCB20_MultipleCareers_PrintAd_Single.indd BB_YCB20_MultipleCareers_PrintAd_Spread.indd
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2020 Campaign Guide
You Can Be Anything Print
Print Ad—Single Career

This print ad is best used for brand opportunities
suited for clear and simple communication to
emphasize the overarching campaign messaging.
Headline: When a Girl Plays With Barbie She

Imagines Everything She Can Become.
Logo: Barbie
Tagline: You Can Be Anything
CTA: barbie.com #YouCanBeAnything
BB_YCB20_SingleCareers_PrintAd_01.indd BB_YCB20_SingleCareers_PrintAd_02.indd BB_YCB20_SingleCareers_PrintAd_03.indd
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2020 Campaign Guide
You Can Be Anything
Out-Of-Home
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2020 Campaign Guide
You Can Be Anything Out-Of-Home Wild Postings Billboards
Out-Of-Home
This can be used as inspiration to activate the
current year’s campaign in outdoor advertising
across a variety of locations such as billboards,
bus shelters, wild postings, bus graphics, train
signage, and digital screens. As always, please
show diversity, breadth, and depth. Also, be
sure to always include a You Can Be Anything
campaign panel.
Billboards
If using a single campaign art panel, it must be
in close proximity to a grouping which includes
the You Can Be Anything campaign panel.
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2020 Campaign Guide
You Can Be Anything
Digital
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2020 Campaign Guide
Static Banner 1 Animated Banner 5
1 2 3
You Can Be Anything Digital BB_YCB20_StaticBannerAd_01.psd
Banner Ads
4 5 6
Static or Animated Banner 2
Banner ads are a great opportunity to drive

awareness of the campaign. 7 8 9
BB_YCB20_StaticAnimated_BannerAd_02.psd
If you can only do one static image, use the

You Can Be Anything message—Static Banner 1. Static or Animated Banner 3
BB_YCB20_AnimatedBannerAd_05.psd
If you have the opportunity to create animated
banner ads, be sure to showcase the breadth
of the campaign. Use imagery covering the BB_YCB20_StaticAnimated_BannerAd_03.psd
vast assortment of girls and dolls, to represent
a range of careers and roles.
Animated Banner 4
1 2 3 4 5 6 7 8 9
BB_YCB20_AnimatedBannerAd_04.psd
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2020 Campaign Guide
You Can Be Anything Digital Facebook Twitter
Social Pages
Cover Photos
Cover photos can be used to update your social
channels timed to launches and throughout the
duration of the campaign.
Assets are available to download through Percolate.

For social media assets or questions please contact:
Kirsten.Robinson@Mattel.com
Update the profile picture.
BB_YCB20_Facebook.psd BB_YCB20_Twitter.psd
Profile Picture
Use close-up career doll photography for profile
pictures. See pages 136-139 for close-up
doll photography. Profile Pictures
All images on this page are for inspiration only and may not be used
for any other purpose.
For inspiration only.
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2020 Campaign Guide
You Can Be Anything
Merchandising
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2020 Campaign Guide
You Can Be Anything Merchandising
In-Aisle Merchandising
Use the provided merchandising assets
to reflect what is being sold in-aisle.

Please see page 140 for Do’s and Don’ts.
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2020 Campaign Guide
End Cap Full Pallet
Incremental
Merchandising
Use the provided merchandising assets
to reflect what is being sold.
End Cap
Retail merchandising at the end of the aisle
designed to call attention to product.
Half Pallet
Retail merchandising display unit that is
freestanding and can be located anywhere
in store.

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2020 Campaign Guide
Shop-in-Shop
Merchandising
When creating a shop-in-shop retail
experience, use the assets provided to
show the breadth of Barbie careers.

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2020 Campaign Guide
Primary Header—Career (Evergreen) Primary Header—Career (2020)
Merchandising Headers BB_YCB20_Career_HorizontalHeader_Evergreen_Diecut.indd BB_YCB20_Career_HorizontalHeader_2020_Diecut.indd

BB_YCB20_Career_HorizontalHeader_Evergreen.indd BB_YCB20_Career_HorizontalHeader_2020.indd
Horizontal headers can be used for

Secondary Header—Career & Fashionista
a variety of merchandising purposes.
Primary Header—Career (Evergreen)

You may continue to use this header
in 2020 as this is a classic, diverse
career doll lineup.
BB_YCB20_CareerFashionistas_HorizontalHeader_Diecut.indd
BB_YCB20_CareerFashionistas_HorizontalHeader.indd
Primary Header—Career (2020)

Use this header if you wish to highlight
the 2020 career dolls. Limited Use: Only If Girl Photography is Requested
Die cut and non-diecut assets are provided.
Don’t mix dolls and girls in headers.

BB_YCB20_CareerGirl_HorizontalHeader_Diecut.indd
BB_YCB20_CareerGirl_HorizontalHeader.indd
Shelf Strip
©2019 Mattel.
BB_YCB20_Shelfstrip.ai
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2020 Campaign Guide
Vertical Girl
Merchandising
Banners
Vertical banners can be used for retail
merchandising, end caps, and pallets.
They should never be used alone BB_YCB20_VerticalBanner_ BB_YCB20_VerticalBanner_ BB_YCB20_VerticalBanner_ BB_YCB20_VerticalBanner_ BB_YCB20_VerticalBanner_
Astronaut_Girl.psd Baker_Girl.psd Doctor_Girl.psd Equestrain_Girl.psd Fairy_Girl.psd
without the core header.
If you need to represent other careers,

please leverage the full-length girl
photography gradients from pages
125-126. Be consistent with overall scale.
BB_YCB20_VerticalBanner_ BB_YCB20_VerticalBanner_ BB_YCB20_VerticalBanner_ BB_YCB20_VerticalBanner_ BB_YCB20_VerticalBanner_

FashionDesigner_Girl.psd Firefighter_Girl.psd Gymnast_Girl.psd Pilot_Girl.psd Skateboarder_Girl.psd
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2020 Campaign Guide
Vertical Doll
Merchandising
Banners
Vertical banners can be used for retail
merchandising, end caps, and pallets.
They should never be used alone BB_YCB19_VerticalBanner_ BB_YCB19_VerticalBanner_ BB_YCB20_VerticalBanner_ BB_YCB20_VerticalBanner_ BB_YCB20_VerticalBanner_
BarbieLogo.psd Astronaut_Doll.psd Boxer_Doll.psd Doctor_Doll.psd Fairy_Doll.psd
without the core header.
If you need to represent other careers,

please leverage the full-length doll
photography gradients from pages
127-131. Be consistent with overall scale.
BB_YCB19_VerticalBanner_ BB_YCB20_VerticalBanner_ BB_YCB20_VerticalBanner_ BB_YCB19_VerticalBanner_ BB_YCB19_VerticalBanner_

Firefighter_Doll.psd Mermaid_Doll.psd Pilot_Doll.psd PoliticalCandidate_Doll.psd Popstar_Doll.psd
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2020 Campaign Guide
E-Commerce
The following examples show how
the key art can be modified for
e-commerce and digital usage.
WHEN A GIRL PLAYS WITH BARBIE SHE IMAGINES EVERYTHING SHE CAN BECOME.
Website
Weekly Ad
Mobile
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2020 Campaign Guide
SPORTS TENTPOLE
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2020 Campaign Guide
Sports Tentpole Narrative
In 2020, Barbie will inspire girls to break boundaries, set records, and go for the gold. Through a range of exciting
TM
sports-themed products and a partnership with the Olympic Games Tokyo 2020, we’ll show girls: You Can Be Anything.
®
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2020 Campaign Guide
Horizontal
Sports Tentpole Main Headline
Merchandising Key Art

Shelf Strip
Key art can be leveraged for any horizontal or
vertical application. The key art should be used
BB_YCB20_Shelfstrip.ai
for out-of-home and large-scale executions,
events, online, and collateral.
BB_YCB20_Sports_HorizontalHeader.indd
Vertical
BB_YCB20_Sports_ BB_YCB20_Sports_ BB_YCB20_Sports_ BB_YCB20_Sports_ BB_YCB20_Sports_ BB_YCB20_Sports_

VerticalBanner_01.psd VerticalBanner_02.psd VerticalBanner_03.psd VerticalBanner_04.psd VerticalBanner_05.psd VerticalBanner_06.psd
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2020 Campaign Guide
End Cap
Half Pallet
Sports Tentpole
Merchandising Displays
End Cap
Retail merchandising at the end of the aisle
designed to call attention to product.
Half Pallet
Retail merchandising display units that are
freestanding and can be located anywhere
in store.
Use the new assets provided in this guide to

create these displays or customize them for
a wide range of executions.
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2020 Campaign Guide
Sports
E-Commerce
The following examples show how the key art can
be modified for e-commerce and digital usage. YOU CAN BE ANYTHING
Barbie® Gymnastics Playset Barbie® Soccer Coach Playset Barbie® Helicopter Barbie® Chelsea Tiki Hut Playset
YOU CAN BE ANYTHING
YOU CAN BE ANYTHING
Category Banner A-Spot Mobile
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2020 Campaign Guide
Facebook Twitter
Sports Tentpole
Social Pages
Cover Photos
Cover photos can be used to update your social
channels timed to launches and throughout the
duration of the campaign.
YOU CAN BE ANYTHING
Assets are available to download through Percolate.

For social media assets or questions please contact:
Dolls.Marcom@Mattel.com Update the profile picture.
Profile Picture
Use close-up career doll photography for profile BB_YCB20_Sports_Facebook.psd BB_YCB20_Sports_Twitter.psd
pictures. See pages 136-139 for close-up

doll photography.
Profile Pictures
All images on this page are for inspiration only and may not be used
for any other purpose.
BB_YCB20_Sports_Profile_Pic.psd
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2020 Campaign Guide
Lockup—Primary Typography
Lockup
Upper Case Only
Lemon/Milk
Sports Tentpole dafont.com ABCDEFGHIJKLMNOPQRSTUVWXYZ
Branding Assets
You Can
Brand assets that must be strictly adhered Be Anything
Logo Lockup
LEAGUE GOTHIC
to and not altered in any way. Upper Case Only
1001fonts.com
You Can Be Anything Sign-off BB_YCB20_Sports_LogoLockup.ai
Please note that a “TM” must be used when

You Can Be Anything is used WITHOUT
You Can Be Anything Sign-off Color Palette
the Barbie logo.
Primary Secondary
Color Palette Barbie Pink

Use the conversions listed here for accurate Pantone 219C
BB_YCB20_Signoff.ai
4-color process printing and digital use. CMYK 0 88 0 0
RBG 222 28 133 White
The colors shown throughout this guide have not been evaluated by HEX #de1c85 CMYK 0 0 0 0
Background Gradient RBG 255 255 255
Pantone, Inc. for accuracy and may not match the Pantone® Color Call out spot color
Standards. Pantone® is a registered trademark of Pantone, Inc. where applicable. HEX #ffffff
Typography
Please adhere to the use of these fonts
at all times. To download fonts, go to
the website listed with each font.
Fonts used in this guide may have been purchased or licensed from
third parties. You must determine if your commercial use of these
elements necessitates a license from the rights holders.
BB_YCB20_Sports_Gradient.psd
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2020 Campaign Guide
Primary Horizontal Girl Header
Sports Tentpole—Olympic Games Tokyo 2020 ®
Primary Key Art

This is the prefered key art for the primary horizontal girls
header and the primary vertical doll banners.
This key art can be leveraged for any horizontal or vertical BB_YCB20_Olympics_HorizontalHeader_Girls.indd
application. It should be used for out-of-home and large-
scale executions, events, online, and collateral. Primary Vertical Doll Banners
BB_YCB20_Olympics_ BB_YCB20_Olympics_ BB_YCB20_Olympics_ BB_YCB20_Olympics_ BB_YCB20_Olympics_

VertHeader_Doll_01.psd VertHeader_Doll_02.psd VertHeader_Doll_03.psd VertHeader_Doll_04.psd VertHeader_Doll_05.psd
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2020 Campaign Guide
End Cap Sidekick
Merchandising Displays
End Cap
Retail merchandising at the end of the aisle designed
to call attention to product.
Sidekick
Retail merchandising display unit that is freestanding
and can be located anywhere in store.
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2020 Campaign Guide
Secondary Horizontal Doll Header
Secondary Key Art &

Doll Photography
Secondary Key Art
If you can utilize only one key art, use this secondary BB_YCB20_Olympics_HorizontalHeader_Dolls.indd
horizontal doll header.
Do not use the primary vertical doll banners

with this secondary horizontal doll header. Individual Doll Photography Doll Grouping Photography
Secondary Doll Photography

Dolls are provided as individual files and as a grouping.
If representing all five dolls, please use the provided
grouping—do not create your own.
Do not use this doll photography in merchandising

key art.
BB_YCB20_Olympics_ BB_YCB20_Olympics_ BB_YCB20_Olympics_ BB_YCB20_Olympics_ BB_YCB20_Olympics_ BB_YCB20_Olympics_DollGroup_Photo.psd

Doll_01_Photo.psd Doll_02_Photo.psd Doll_03_Photo.psd Doll_04_Photo.psd Doll_05_Photo.psd
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2020 Campaign Guide
Digital Banners
Banner ads are a great opportunity to drive
awareness of the tentpole. These assets can
be used for standard-size static banners.
BB_YCB20_Olympics_BannerAd_01.psd
Barbie x Olympic Games Tokyo 2020 products can

be sold through non-Olympic themed online retail
channels, subject to the following conditions:
• No Olympic themed websites, specific
sections or landing pages can be created.
• The promotion of the products on the websites
must be factual, proportionate and may not
feature product more prominently or be
displayed any differently than other products
on the site.
• No marketing, promotion, sponsorship
BB_YCB20_Olympics_BannerAd_02.psd
rights or any other right of association
with the IOC is granted to any seller.
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2020 Campaign Guide
LIVE EVENTS
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2020 Campaign Guide
Live Events Introduction
This section was designed to equip you with everything necessary to execute Barbie You Can Be Anything live events.
These events give us the ability to bring our brand purpose to life and empower girls in a fun and engaging way.
Live events drive deeper engagement with target audiences—girls, families and parents—and create unique, sharable
moments. Most importantly, these events encourage active participation.
This section contains a toolkit of scalable assets that can accommodate different budgets and spaces.
Live Event Support

Please work with your local Mattel Live Events contact to:
• Help evaluate if there are cost savings opportunities through partner funding or revenue generation
• Find an operational partner to build or execute your live event
For creative approvals, assets, or questions please email: Dolls.Marcom@Mattel.com
events

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2020 Campaign Guide
Live Events
Best in Class
We are pleased to share some great local executions
with you and encourage you to capture and share—
via organic or paid engagement—each live event/
experiential moment with photography or video.
Additionally, other markets can leverage your content

to amplify their own events. It’s a great way for us to
capture all of our global wins and successes.
Please work with your local legal team to gather the

appropriate usage rights for any content captured.
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2020 Campaign Guide
Live Events
Pop-Up Experience
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2020 Campaign Guide
Pop-Up Experience Introduction
The flagship 60th pop up experience can continue to be leveraged as an exhibit that celebrates Barbie’s long history of
breaking plastic ceilings and encouraging girls to be anything. The experience should be equal parts celebratory tribute,
art installation, Insta-bait, and reinforcing Barbie’s purpose.
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2020 Campaign Guide
Coat Check/ Retail The Future/ Celebrate Barbie’s Bedroom/ Family

Stroller Parking Moment Doll Box Experience Role Models Vlogger Experience Rooms
Live Events Pop-Up Experience
Floor Plan
A recommended flow for the event is to take Storage/
Back of House
consumers on a journey through the brand’s
Entrance with Window

past, present, and future. Please refer to this floor
Display/Graphics
plan for inspiration when designing the space.
‘Meet Up’ Area & Lounge

Ruth Handler The Past/ The Present/
Statement Wall Timeline Interactive Barbie Dreamhouse
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2020 Campaign Guide
Entrance Window Graphics

The front entrance display should be a mix of bold
graphics including an oversized Barbie logo and
iconic doll imagery. The example to the right is from
the Barbie 60th Pop-Up Experience in New York.
TM
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2020 Campaign Guide
Instagram Moments
These Instagram-able installations are designed
to be interactive and most importantly, super
photogenic. Oversized items and colorful,
graphic quotes combine to create the perfect
Insta backdrop for girls experiencing the space.
BB_YCB20_PopUp_RuthQuote.ai
BB_YCB20_PopUp_PurposeStatement.ai
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2020 Campaign Guide
Cookies Ice Cream Cart
Launch Party
Party on with fun assets—from napkins to
decorations—made for hosting the perfect
launch party. You can also add exciting extras
like a DJ or themed food and drinks. DJ
Drinks & Napkins
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2020 Campaign Guide
Instagram Moment/
DJ Booth
Boombox
Using an iconic Barbie accessory as a TM
DJ booth creates an impactful photo

opportunity and Instagrammable moment.
Shoe Wall
A large wall—colored in Barbie brand
teal—can be constructed with hundreds
of Barbie shoes adhered in a grid.
The Barbie neon sign is in Barbie pink.
The event hashtag should be placed on

the bottom right. Please display the hashtag
throughout the event to drive engagement.
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2020 Campaign Guide
Live Events Pop-Up Experience—Past
Barbie Debuts
This section of the exhibit celebrates Barbie’s
past and meaningful historic moments.
Exhibit Copy
On March 9, 1959, Barbie debuted at the New TM
York Toy Fair. The first Barbie wore a black and

white striped swimsuit and her signature ponytail.
Toy buyers were skeptical because Barbie was
unlike the baby and toddler dolls that were
popular at the time. They doubted she would be
successful, but Barbie took the world by storm.
BB_YCB20_PopUp_Barbie_Debuts
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2020 Campaign Guide
First Car
Photo Op
Exhibit Copy
In 1962, Barbie hit the road in her first car—
TM
an Austin-Healey 3000 MKII BN7. The sporty

two-seater convertible was perfect for Barbie
to zip around in. It featured whitewall tires—
popular at the time—and a drop top that made
it easy for Barbie to hop into the driver’s seat.
BB_YCB20_PopUp_First_Car
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2020 Campaign Guide
First Careers
Exhibit Copy
In the early ’60s, to inspire girls and support
more women entering the workforce,
Barbie released her first career dolls: Fashion
TM
Editor (1960), Registered Nurse (1961), Flight

Attendant (1961), and Career Girl (1963).
BB_YCB20_PopUp_First_Careers
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2020 Campaign Guide
Barbie’s First Commercial

Exhibit Copy
Shortly after her debut, Barbie appeared in her TM
first commercial. It presented Barbie as if she were

a real person. After the spot aired, Barbie dolls flew
off the shelves selling 350,000 in the first year.
BB_YCB20_PopUp_Barbie_Commercial
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2020 Campaign Guide
Meet Ken
Exhibit Copy
After receiving hundreds of letters from little girls,
Mattel debuted Ken on March 11, 1961. He came
TM
beach-ready in a red swimsuit and sandals with

bright yellow towel.
BB_YCB20_PopUp_Meet_Ken
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2020 Campaign Guide
Astronaut Barbie
Exhibit Copy
In 1965, Barbie went galactic four years before
man landed on the moon. Miss Astronaut
Barbie celebrated the excitement of the
TM
space program and exploring new frontiers.

Dressed in a cool space suit and helmet, she
showed girls they could reach for the stars.
BB_YCB20_PopUp_Astronaut_Barbie
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2020 Campaign Guide
Barbie For President

Exhibit Copy
Barbie has been running for president every year
TM
since 1992. The first President Barbie came with an

American-themed dress for an inaugural ball and
a red suit for her duties in the Oval Office. In 2016,
Barbie released an all-female ticket with a president
and vice president doll set to inspire girls that they
can be anything, including leader of the free world.
BB_YCB20_PopUp_Barbie_For_President
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2020 Campaign Guide
Careers In Tech
Exhibit Copy
Barbie has been encouraging girls to explore STEM
TM
careers since long before anyone called it that.

She’s been an astronaut, surgeon, zoologist, and
paleontologist to name a few. In 2010, she became
a computer engineer, and just last year, she even
formed a robotics team to help girls learn to code.
BB_YCB20_PopUp_Careers_Tech
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2020 Campaign Guide
Fashion History
Experience fashion history with an eclectic line-up of
stylishly dressed Barbie dolls from past to present.
TM
All partnership dolls featured require legal approval.
The names of the Signature Style elements are for informational purposes
only and must not be used or incorporated, in whole or in part, in any manner
in copy, designs, products or promotional and marketing materials.
BB_YCB20_PopUp_Fashion_History
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2020 Campaign Guide
Live Events Pop-Up Experience—Present
Barbie Dreamhouse TM
This section allows guests to walk into the world of

Barbie through a replica of the Barbie Dreamhouse.
TM
The replica includes playful and toyetic elements

from both content and product.
Exterior
• Facade framework mimics Barbie’s Dreamhouse.
• Dimensional Welcome sign with pink and blue layers,
ideally in lucite.
• PVC curtains suspended in entry to Barbie’s Dreamhouse.
• Real working doorbell with playful sound effects.
• Blue acrylic windows with vinyl quote.
BB_YCB20_PopUp_DH_Exterior
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2020 Campaign Guide
Barbie Dreamhouse — TM
Kitchen & Dining Area

A mixture of flat graphics and fabricated 3D
elements make up the kitchen and dining areas.
Kitchen
Customized vinyl wall and appliance graphics at life-
size to resemble the toy version of the Dreamhouse.
• Vinyl faux purple brick pattern wall with silohead.

• Vinyl appliance graphics.
• Plastic turkey in oven.
• Oven illuminates pink when stove button pushed.
• Refrigerator door opens to reveal surprises.
Dining Room
• Painted pink wall with vinyl family portrait.
• Magnetic double-sided plates on dining table.
One side is pizza, the other side are cookies.
Barbie pink placemat serves as the other magnet.
TM
BB_YCB20_PopUp_DH_Kitchen
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2020 Campaign Guide
Living Room
A mixture of flat graphics and fabricated 3D elements
make up the living room.
• Painted walls.
• Painted lamp on wall with 3D lampshade.
• Pink draped “ceiling” fabric.
• Vinyl window graphics depict an outdoor landscape.
• Fish tank photo op with vinyl flat graphics.
BB_YCB20_PopUp_DH_LivingRoom
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2020 Campaign Guide
Ball Pit
Ball pit to resemble a swimming pool.
• Flat BBQ, chaise lounge, and umbrella graphics

adhered to Sintra®. Graphics are designed to
“pop off” the blue wall.
• Freestanding graphic palm tree adhered to Sintra.
BB_YCB20_PopUp_DH_BallPit
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2020 Campaign Guide
Closet
A mixture of flat graphics and fabricated
3D elements make up Barbie’s closet.
• Vinyl wallpaper with Barbie logo and closet. TM
• Vinyl quote on yellow freestanding mirror.

• Vinyl covered 3D closet doors.
• Colorful shoes on shelves for dimension are
glued to shelf to keep from being misplaced.
BB_YCB20_PopUp_DH_Closet
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2020 Campaign Guide
Vlogger Bedroom
Interactive exhibit where attendees can create their
own Barbie vlog. Barbie vlogger intro video is used
TM
to prompt guests to participate.
• Bedroom is replicated from Barbie vlogger.

• Vinyl window graphics depict an outdoor landscape.
• Painted walls.
• Printed vlogger prompts and scripts on desk.
BB_YCB20_PopUp_DH_Vlogger_Bedroom
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2020 Campaign Guide
Vlogger UX
Let kids record their own Barbie vlog. TM
Please contact Dolls.Marcom@Mattel.com and

Mattel Trade Show Services to be connected
with technical partners for a vlogger application.
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2020 Campaign Guide
We Are Barbie
Exhibit Copy
In 2016, Barbie took her boldest step yet by
TM
introducing three new body types—curvy,

petite, and tall.
This evolution made Barbie more reflective of

the world girls see every day. Coupled with her
variety of skin tones, eye colors, hair colors
and textures, Barbie showed that there was
more than one way to be beautiful.
Barbie didn’t stop there. Introducing diverse

Ken dolls in 2017 and dolls with physical
disabilities in 2019, the Barbie brand is more
inclusive than ever.
BB_YCB20_PopUp_WeAreBarbie
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2020 Campaign Guide
Role Models—
Standees Photo Op
Celebrating role models is a key tenant of the brand
and including them in a pop-up experience visually
creates a more meaningful and interactive experience.
All role models featured require legal approval.
BB_YCB20_PopUp_RoleModels_Standees
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2020 Campaign Guide
Role Models—
Flipping Tiles
This wall features tiles that flip with role models
on one side, their biographies on the other.
Exhibit Copy
Imagining she can be anything is just the beginning.
Actually seeing that she can makes all the difference.
Barbie is committed to shining a light on real-life

role models past and present in an effort to inspire
more girls.
All role models featured require legal approval.
BB_YCB20_PopUp_RoleModels_FlippingTiles
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2020 Campaign Guide
Live Events Pop-Up Experience—Future
Next Generation of Firsts—

Digital Box Experience
Please contact Dolls.Marcom@Mattel.com and
Mattel Trade Show Services if you are interested
in this digital box activation.
Exhibit Copy
Barbie has been celebrating female role models
TM
and inspiring girls since 1959. But she isn’t done

yet. There are glass ceilings left to be shattered.
And Barbie believes this generation of young
women will be the ones to shatter them—that
today’s girls will be The Next Generation of Firsts.
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2020 Campaign Guide
Live Events Pop-Up—Future
Retail
Anticipate heavy traffic and ensure clear, separate
spaces to view product and purchase product.
We recommend at least two cashiers on site and
retail shelving to keep up with high volume.
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2020 Campaign Guide
Live Events
Activations
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2020 Campaign Guide
Live Events Activation 1
Pop-Up Pods
An easily flexible and scalable configuration of pods
can be constructed out of smaller budget materials
Animal Doctor Artist Astronaut Baker/Chef Ballerina
such as gator board, banner material, etc.
The Experience
Experiences can range from learning ballet steps,
decorating cupcakes, playing in a band, decorating a
Dreamhouse, designing a Barbie fashion, etc. It is a TM
Builder Explorer/Traveler Fairy Firefighter Fashion Designer
good idea to have products featured or incorporated
into the activities for an instant brand payoff.
Placement
High-traffic areas such as malls and Hair Stylist Mermaid Musician News Anchor Pilot
landmark locations.
See pages 96-114 for assets to build the pods.
Political Candidate Scientist Soccer Player Surfer
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2020 Campaign Guide
EXTERIOR

Build out the elevator for Build out a real slide for
Career Barbie Dreamhouse , TM an iconic photo moment. girls to land in the “pool”
which is filled with blue
colored balls.
Two-Story Bring in the horse
as a photo op.
The Experience
Girls can experience different careers in the Barbie
Dreamhouse™! As girls travel from room to room they
will be able to interact with a range of careers. There
will also be activities girls can participate in while
BB_YCB20_TwoStoryDreamhouse_Exterior.indd
waiting: play in a pool full of balls, play on a rainbow
slide, take a photo in the stables, etc. The house can
be scaled up or down based on budget.
INTERIOR
The theme of the room should match the career:
Dimensional spaces where
Kitchen: Baker, Chef activities take place.
Garage/Shed: Builder
Gym: Sports (Ballet, Karate, Gymnast, Yoga)
Den: Explorer/Traveler
Living Room: Content Screening, Reading Room
Bedroom/Closet: Fashion Designer/Stylist
Bathroom: Hair Stylist
Studio: Musician, Artist
Pet Room: Pet Vet, Animal Doctor
Stables: Equestrian, Pet Vet, Photo Op
Yard: Soccer Player, Archaeologist, Skater
Tennis Court: Tennis Pro
Pool: Play Relating to Toy Mermaids
Placement
High-traffic areas such as malls and landmark locations.
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2020 Campaign Guide
EXTERIOR
Cardboard horse
Career Barbie Dreamhouse , TM
for a photo op.
One-Story
The Experience can be scaled down to a one-story
house if needed.
Girls can experience different careers in the Barbie

Dreamhouse™! As girls travel from room to room they
will be able to interact with a range of careers. There BB_YCB20_OneStoryDreamhouse_Exterior.indd
will also be activities girls can participate in while
waiting: play in a pool full of balls, play on a rainbow
slide, take a photo in the stables, etc.
INTERIOR
The theme of the room should match the career: Dimensional spaces where
Kitchen: Baker, Chef activities take place.
Garage/Shed: Builder
Gym: Sports (Ballet, Karate, Gymnast, Yoga)
Den: Explorer/Traveler
Living Room: Content Screening, Reading Room
Bedroom/Closet: Fashion Designer/Stylist
Bathroom: Hair Stylist
Studio: Musician, Artist
Pet Room: Pet Vet, Animal Doctor
Stables: Equestrian, Pet Vet, Photo Op
Yard: Soccer Player, Archaeologist, Skater
Tennis Court: Tennis Pro
Pool: Play Relating to Toy Mermaids
Placement
High-traffic areas such as malls and landmark locations.
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2020 Campaign Guide
Kitchen Closet Garage/Shed Living Room
Career Barbie Dreamhouse , TM
Assets Per Room

BB_YCB19_Kitchen.indd BB_YCB19_Closet.indd BB_YCB19_GarageShed.indd BB_YCB19_LivingRoom.indd
The theme of the room should match the career:

Kitchen: For Baker and Chef activities Music Room Gym Den Bathroom
Closet: For Fashion Designer/Stylist. Add mirror or mylar
mirror to the mirror graphic. Doors can be built out
to add dimension.
Garage/Shed: For Builder activities. Place builder hats and vests for
girls to wear.
Living Room: Add seating or poufs for content screening or as a
reading room.
Music Room: For Musician and Rockstar activities. Build out steps
as a stage for girls to perform. Add lights to enhance
the experience.
Gym: Room to be used for sports. May customize
wallpaper and photography to suit the activity. BB_YCB19_MusicRoom.indd BB_YCB19_Gym.indd BB_YCB19_Den.indd BB_YCB19_Bathroom.indd
Additional assets in the folder. Enhance the (Refer to BB_YCB19_Den.pdf for inspiration.)
experience by adding props such as a large mirror
and barre for ballet. Pet Room Art Studio
Den: Room to be used for exploration and travel activites.
Bathroom: Room used for Hair Stylist activities. Create a table
for girls to style Barbie Styling Heads. Add mylar to
mirrors for a photo op.
Pet Room: Room used for Pet Vet and Animal Doctor activities.
Large paw on floor can be dimensionalized as a
cushion where girls can sit. The X-ray can be flipped
on for an interactive moment. Build out the kitty
dumbwaiter for girls to pull up and down.
Art Studio: In this art studio, girls can show their creativity doing
art activities around the table. Fill the blue shelves
with art supplies to inspire girls with materials and
BB_YCB19_Pet Room.indd BB_YCB19_ArtStudio.indd
color. Encourage girls to draw on the chalkboard or
use it as an inspiration or teaching board.
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2020 Campaign Guide
Career Barbie Closet TM
Virtual Reality Experience

Girls get to try on a new career with this virtual reality
experience. They swipe to try on different outfits and
learn fun facts about that career. Once they pick a
career outfit, they can see themselves in that outfit. It
can also be a photo booth that captures their photo,
with a print for the girl to take home.
Interactive Experience
The closet wall itself is interactive. When a girl pushes
on an accessory, a sound related to the career will
play. For example, the astronaut hat will play “1-2-3-
lift off!” and the firefighter hat will play sirens.
BB_YCB19_CareerCloset.psd
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2020 Campaign Guide
Career Barbie TM
Closet Assets
BB_YCB19_Astronaut BB_YCB19_Baker_Chef BB_YCB19_Builder BB_YCB19_Doctor
To be used with the virtual reality or interactive

career closet experiences.
BB_YCB19_Fairy BB_YCB19_FireFighter BB_YCB19_IceSkater
BB_YCB19_OceanExplorer BB_YCB19_Pilot BB_YCB19_RaceCarDriver BB_YCB19_ClosetDoor.ai

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2020 Campaign Guide
Magnetic Wall
Career Dress-Up
Girls can easily dress Barbie with magnetic walls, TM
career clothing, and accessories.
Please scale outfits to match each doll accordingly.

BB_YCB19_MagneticDoll_01.psd BB_YCB19_MagneticDoll_02.psd
BB_YCB19_MagneticWall_Fairy BB_YCB19_MagneticWall_OceanExplorer
BB_YCB19_MagneticWall_Baker_Chef BB_YCB19_MagneticWall_Astronaut
BB_YCB19_MagneticDoll_03.psd
BB_YCB19_MagneticWall_Fashion
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2020 Campaign Guide
Photo Booth Cut Outs
Photo Ops
The Experience
Create fun interactive moments or fun photo ops that
feature a range of careers or fantasies.
Placement
Retail (in-aisle, front of the store, parking lot), high-
traffic areas such as malls, and landmark locations.
Interactive Billboard
#YOUCANBEANYTHING #YOUCANBEANYTHING #YOUCANBEANYTHING
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Barbie Doll Box Step and Repeat
Photo Ops
Doll Box
Full-size doll box built with premium
glossy materials. Width of box should
be between 4-5 feet.
This design can also be printed as a flat

graphic panel for a less expensive option.
Step and Repeat

Printed backdrop banner.
Suggested size is 118 x 89 inches.
BB_YCB20_StepAndRepeat.ai
BB_YCB20_DollBox.indd
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2020 Campaign Guide
Magic Mirror Career Spinner Spinner Display
Career Interactive
Magic Mirror
A mirror display where girls see themselves
in a career.
Career Spinner
A interactive career wheel for girls to spin
to choose a career.
Spinner Display
Spinning cube for girls to interact with and
see all the different career options using
doll imagery only.
BB_YCB20_MagicMirror.ai BB_YCB20_CareerSpinner.ai inspiration only
95
2020 Campaign Guide
Live Events
Activations Assets
96
2020 Campaign Guide
Activity Sheet Girl and Doll Photography
Live Events Activations Assets
Animal Doctor
Activities
1. Have a real zookeeper/pet rescuer talk about
how to rescue animals and care for them.
• Event to provide hired zookeeper/pet rescuer.
2. A station to play with the Barbie pet rescue toys. TM
• Event to provide play kit with pet rescue toys.

BB_YCB20_AnimalDoctor_ActivitySheet.ai BB_YCB19_PetVet_Girl_Full.psd BB_YCB19_AnimalDoctor_Doll_Full.psd BB_YCB20_PetVet_Doll_04_Full.psd
Assets
See page 85 for event inspiration. Background Floor Graphic
Girl and doll photography assets can be found

in the Campaign Assets section of this guide.
See pages 122-131.
BB_YCB19_AnimalDoctor_Background.psd BB_YCB19_AnimalDoctor_Floor.ai
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2020 Campaign Guide
Artist
Activities
1. Barbie coloring play area.
TM
• Event to provide tables, chairs, art supplies such

as coloring sheets, markers, stickers, ribbon, glue
sticks, etc. Optional for event to provide smocks.
Assets
See page 85 for event inspiration.
BB_YCB20_Artist_ActivitySheet.ai BB_YCB19_Artist_Girl_Full.psd BB_YCB20_Artist_Doll_Full.psd
Girl and doll photography assets can be found Background

See pages 122-131.
BB_YCB19_Artist_Background.ai
98
2020 Campaign Guide
Activity and Sticker Sheets Girl and Doll Photography
Astronaut
Activities
1. Spaced-themed activity area.
BB_YCB20_Astronaut_ActivitySheet_01.ai
• Event to provide printed activity sheets, sticker sheets,
crayons or chalk, tables, chairs.
• Sticker sheet to be used with black construction paper
Assets
BB_YCB19_Astronaut_Girl_Full.psd BB_YCB19_Astronaut_Doll_Full.psd
Background

See pages 122-131. BB_YCB20_Astronaut_ActivitySheet_02.ai
BB_YCB20_Astronaut_StickerSheet.ai BB_YCB19_Astronaut_Background.psd
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2020 Campaign Guide
Activity Sheets Girl and Doll Photography
Baker
Activities
1. Create “food” with Barbie cooking playsets. TM
• Event to provide product, tables, chairs, and

recipes for kids to create at home with mom BB_YCB20_Baker_ActivitySheet_01.ai
or dad.
BB_YCB19_Baker_Girl_Full.psd BB_YCB19_Baker_Doll_Full.psd BB_YCB19_Chef_Doll_01_Full.psd

Assets
Background
See pages 122-131.
BB_YCB20_Baker_ActivitySheet_02.ai
BB_YCB19_Chef_Doll_02_Full.psd BB_YCB19_Baker_Background.ai
100
2020 Campaign Guide
Ballerina
Activities
1. Coloring sheets of Barbie doing ballet. TM
• Event to provide table/chairs, print-outs

of coloring sheets,coloring supplies.
2. Mirror with a video screen playing a loop of video

content that includes Barbie teaching 2-3 ballet
BB_YCB20_Ballerina_ActivitySheet_01.ai BB_YCB19_Ballerina_Girl_Full.psd BB_YCB19_Ballerina_Doll_Full.psd
dance moves (should be moves that don’t require
a ballet bar)
• Event to provide mirrors, screen to play video.
• Optional for event to provide: dress up (tutus),
ballet bars.
Assets

See pages 122-131.
BB_YCB20_Ballerina_ActivitySheet_02.ai
BB_YCB20_Ballerina_Doll_02_Full.psd
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2020 Campaign Guide
Builder
Activities
1. Decorate/build a Dreamhouse.
• Event to provide printed activity sheets, markers,
crayons, stickers, glue sticks or tape.
• Optional for event to provide dress up
(vests, hard hats, tool belts). BB_YCB19_Builder_Girl_Full.psd BB_YCB19_Builder_Doll_01_Full.indd BB_YCB19_Builder_Doll_02_Full.indd
Background
2. Free building and play zone where kids are
encouraged to build structures out of misc.
materials or Barbie Mega Bloks . TM TM
• Event to provide cardboard, rubber bands, etc.
Assets BB_YCB20_Builder_ActivitySheets_1_2.indd

See pages 122-131.
BB_YCB19_Builder_Background.psd
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2020 Campaign Guide
Activity Sheets Girl Photography
Explorer
Activities
1. Have a local or well-known explorer/traveler
come and share stories from their adventures.
• Event to provide local or well-known BB_YCB20_Explorer_ActivitySheet_01.ai
explorer/traveler.
2. Go on a scavenger hunt. BB_YCB20_Explorer_ActivitySheet_03.ai BB_YCB19_Explorer_Girl_Full.psd
• Event to provide checklist, pencils, and pens.
Assets

See pages 122-131.
BB_YCB20_Explorer_ActivitySheet_02.ai
BB_YCB20_Explorer_ActivitySheet_04.ai BB_YCB19_Explorer_Girl_Full_Cutout.psd
103
2020 Campaign Guide
Activity Sheets Girl & Doll Photography
COLOR IN THE FAIRY PRINCESS COLOR IN THE FAIRY PRINCESS
Fairy Princess
Activities
1. Create fairy wings for your doll using pipe cleaners.
• Event to provide pipe cleaners, chairs, and table.
©2019 Mattel.
©2019 Mattel.
BB_YCB20_Fairy_ActivitySheet_01.ai BB_YCB20_Fairy_ActivitySheet_02.ai BB_YCB19_FairyPrincess_Girl_Full.psd BB_YCB19_Fairy_Doll_Full_02.psd BB_YCB20_Fairy_Doll_03_Full.psd
2. Decorate your fairy wings.

• Event to provide pre-made blank cardboard Background
wings, markers, stickers, ribbon, crayons, etc.,
chairs, tables.
Assets

See pages 122-131.
BB_YCB19_Fairy_Background.psd
BB_YCB20_Fairy_WingsTemplate.ai
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2020 Campaign Guide
Fashion Designer
Activities
1. Design outfits on a mannequin.
• Event to provide different fabrics, jewelry, clips
to pin clothes to mannequin, accessories.
2. Make jewelry, specifically bracelets and necklaces. BB_YCB20_FashionDesignerStickerActivitySheet.ai BB_YCB20_FashionDesigner_StickerSheet.psd
• Event to provide pre-cut string or ribbon, beads,

wooden or cardboard shapes with a hole to use
as “pendants,” markers, and stickers. BB_YCB19_DIY_Girl_Full.psd BB_YCB19_FashionDesigner_Girl_Full.psd
3. Design matching fashions for girls and their doll.

• Event to provide different fashions for girls to
design matching fashions for themselves and
their dolls (ex: scarves, shirts, dresses).
Assets
Girl and doll photography assets can be found BB_YCB20_FashionDesigner_ActivitySheet.ai

See pages 122-131.
105
2020 Campaign Guide
Firefighter
Activities
1. Have a real firefighter, dressed up in an official
uniform, talk about fire safety: ”stop, drop and roll.” BB_YCB20_Firefighter_ActivitySheet_01.ai
• Event to provide local firefighter.
2. See what it’s like to be in a fire station. BB_YCB20_Firefighter_ActivitySheet_02.ai
Try on a firefighter’s uniform.

BB_YCB19_Firefighter_Girl_Full.psd
• Event to provide helmets, jackets, boots, and gloves.
3. Create your own firefighter helmet.

• Event to provide craft foam, firefighter helmet
template, badge templates, pens, pencils, safety
scissors, and glue.
BB_YCB20_Firefighter_ActivitySheet_03.ai
Assets

See pages 122-131.
BB_YCB19_Firefighter_Doll_Full.psd
106
2020 Campaign Guide
Activity Sheets Girl Photography Background
Hairstylist
Activities
1. Barbie Styling Heads with styling supplies and
TM
recommended hairstyles.
• Event to provide Barbie Styling Heads, styling BB_YCB19_HairStylist_Background.ai
supplies (brushes, hair ties, etc.), table, chairs. BB_YCB20_HairStylist_ActivitySheet_01.ai
Assets
Girl and doll photography assets can be found BB_YCB19_HairStylist_Girl_Full.psd

See pages 122-131.
BB_YCB20_HairStylist_ActivitySheet_02.ai
107
2020 Campaign Guide
Mermaid
Activities
1. Bubble blowing station.
• Event to provide container with soap and water BB_YCB20_Mermaid_ActivitySheet_01.ai BB_YCB20_Mermaid_ActivitySheet_02.ai
to make bubbles with.
BB_YCB19_Mermaid_Girl_01_Full.psd BB_YCB20_Mermaid_Doll_03_Full.psd BB_YCB20_Mermaid_Doll_04_Full.psd
2. Create a mermaid tail using an activity sheet and
Background
decorating supplies.
• Event to provide glue sticks (not wet glue),
colored tissue paper, markers, table, and chairs.
Assets

in the Campaign Assets section of this guide. BB_YCB20_Mermaid_ActivitySheet_03.ai
See pages 122-131.
BB_YCB19_Mermaid_Girl_02_Full.psd BB_YCB19_Mermaid_Background.psd
108
2020 Campaign Guide
Musician
Activities
1. Dress up items (rockstar sunglasses, hats, etc.)
with a fake mic for photo op.
• Event to provide dress up items and fake mic.
BB_YCB20_Musician_ActivitySheet.ai
2. Karaoke machine set up with the Barbie theme song. TM

BB_YCB19_Rockstar_Girl_Full.psd BB_YCB19_Songwriter_Girl_Full.psd BB_YCB19_PopStar_Doll_Full.psd
• Event to provide karaoke machine. Background
Assets

See pages 122-131.
BB_YCB19_Musician_Background.psd BB_YCB19_Musician_Doll_01_Full.psd BB_YCB19_Musician_Doll_02_Full.psd BB_YCB19_MusicTeacher_Doll_Full.psd
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2020 Campaign Guide
News Anchor
Activities
1. Have a real News Anchor talk about their career.
• Event to provide local News Anchor.
2. See what it’s like to be a News Anchor and give us

your best broadcast.
• Event to provide tv, desk, chair, microphone, lights,
BB_YCB20_NewsAnchor_ActivitySheet_01.ai BB_YCB19_NewsAnchor_Girl_Full.psd BB_YCB19_NewsAnchor_Doll_Full.psd BB_YCB19_NewsAnchor_Doll_Full_cutout.psd
and camera.
Background
3. Create your own broadcast microphone.
• Event to provide pink styrofoam ball, white craft
roll, white craft paper square box, channel label
template, pencils, pens, safety scissors, and glue
sticks.
Assets

BB_YCB20_NewsAnchor_ActivitySheet_02.ai
See pages 122-131.
BB_YCB19_PoliticalCandidate_Background.ai
110
2020 Campaign Guide
Activity Sheets Girl and Doll Photography Backgrounds
Pilot
Activities
1. Control panel with buttons for lights and sounds.
• Event to provide built out control panel.
BB_YCB20_Pilot_ActivitySheet_01.ai BB_YCB19_Pilot_Girl_01_Full.psd BB_YCB19_Pilot_Girl_02_Full.psd BB_YCB19_Pilot_Doll_01_Full.psd BB_YCB19_Pilot_Background.eps

2. Make your own paper airplane.
• Event to provide pink construction paper.
3. Real flight simulator.
Assets

in the Campaign Assets section of this guide. BB_YCB20_Pilot_ActivitySheet_02.ai
See pages 122-131.
BB_YCB19_Pilot_PlaneNose.psd
BB_YCB19_Pilot_Doll_02_Full.psd BB_YCB20_Pilot_Girl_03_Full.psd
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2020 Campaign Guide
Political Candidate
Activities
1. Have a real political candidate talk about their career.
• Event to provide local Political Candidate.
2. Write a list of things you can do to make a change.

Then have your voice be heard as you stand at
a podium.
BB_YCB20_PoliticalCandidate_ActivitySheet_01.ai BB_YCB19_Leader_Girl_Full.psd BB_YCB19_PoliticalCandidate_Girl_Full.psd BB_YCB19_PoliticalCandidate_Girl_Full.psd
• Event to provide Barbie flags and pins. TM
Background
3. Create your own “Vote for Me” pin.
• Event to provide craft foam, circle templates,
pre-cut stripes and letters, fun shapes, safety pins,
pens, pencils, safety scissors, and glue sticks.
Assets

See pages 122-131.
BB_YCB20_PoliticalCandidate_ActivitySheet_02.ai BB_YCB19_PoliticalCandidate_Background.ai
112
2020 Campaign Guide
Scientist
Activities
1. Each kid gets a cup of water, food coloring, jars, and
eye droppers. Kids can mix the dyes to make certain
colors by following the instructions.
BB_YCB20_Scientist_ActivitySheet.ai
• Event to provide cups, liquids, dyes, eye droppers,
tables, chairs. BB_YCB19_Scientist_Girl_Full.psd BB_YCB19_Scientist_Doll_01_Full.psd BB_YCB19_Scientist_Doll_02_Full.psd
• Guide to provide “lab sheets” with color mixing

combinations (blue + yellow= green). Background
Create a printed background or use a real chalkboard.
2. Invisible ink coloring station, a coloring activity

with invisible ink markers that only show up under
black light.
• Event to provide paper, invisible ink markers, black
light, table, chairs.
Assets

BB_YCB19_Scientist_Background.psd
in the Campaign Assets section of this guide. BB_YCB19_Scientist_BackgroundGraphics.ai
BB_YCB19_Scientist_Doll_03_Full.psd BB_YCB19_Scientist_Doll_04_Full.psd
See pages 122-131.
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2020 Campaign Guide
Soccer Player
Activities
1. Have an Olympian/professional soccer player talk
about their career and share techniques.
• Event to provide local professional.
2. Do some drills, kick your way through a course of

cones then score with a goal.
BB_YCB20_Soccer_ActivitySheet_01.ai BB_YCB19_SoccerPlayer_Girl_Full.psd BB_YCB19_SoccerPlayer_Doll_01_Full.psd
• Event to provide net, cones, soccer balls.
Assets

See pages 122-131.
BB_YCB20_Soccer_ActivitySheet_02.ai BB_YCB19_SoccerPlayer_Doll_02_Full.psd
114
2020 Campaign Guide
Surfer
Activities
1. Ride a surf simulator.
• Event to provide surf simulator with surfboard
for kids to learn how to surf.
2. Sand pit with surfboards to practice.

• Event to provide sand pit with surfboards.
BB_YCB20_Surfer_ColoringActivitySheet_01.ai BB_YCB19_Surfer_Girl_Full.psd
3. Ocean-themed DIY station. Background

• Event to provide tables, chairs, decorating
supplies, and coloring supplies.
Assets

See pages 122-131.
BB_YCB20_Surfer ColoringActivitySheet_02.ai BB_YCB19_Surfer_Background_Floor.jpg
115
2020 Campaign Guide
Patterns
To be used for event executions.
For additional brand assets (logos, lockups, color

palette, gradient backgrounds, and typography)
see pages 7-17.
BB_YCB19_Core_Pattern.ai BB_YCB19_YCBA_Pattern.ai
BB_YCB19_YCBA_CareerToss_Pattern.indd
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2020 Campaign Guide
GIVEAWAYS & COLLATERAL
117
2020 Campaign Guide
Stamp Book
You Can Be Anything Giveaways & Collateral
Activity Stamp Book

& Giveaway
Let girls put their stamp on their You Can Be Anything
career experiences with this fun “passport.” Each
page offers space for notes and makes a great way to BB_YCB20_ActivityStampBook.indd
remember the variety of careers a girl tried. When the

“passport” is full, they’ll be awarded a congratulatory Stamps Giveaway—
patch or pin. Embroidered Patch or Pin
Stamp book and stamps with ink colors from

the approved branded Barbie color palette. TM
See page 13 for color palette and conversions.
BB_YCB19_Stamps.ai
BB_YCB20_Giveaway_Card.indd
BB_YCB18_Giveaway_PatchOrPin.ai
118
2020 Campaign Guide
Online Banner Invitation
EVENT NAME HERE YOU ARE

DAY, DATE
TIME
ADDRESS
CITY INVITED!
DAY, DATE
Marketing Materials Event Poster
TIME
ADDRESS
CITY
PLEASE RSVP TO ###.###.####
To build these materials:

See pages 122-139 for campaign assets.
Product Ad
See page 140 for Do’s and Don’ts.
EVENT NAME HERE

DAY, DATE
TIME
ADDRESS
CITY
YOU ARE INVITED!

DAY, DATE
TIME
ADDRESS
CITY
PLEASE RSVP TO ###.###.####
Barbie Astronaut doll Barbie Pilot doll Barbie Doctor doll Barbie Paleotologist doll
$9.99 $9.99 $9.99 $9.99
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2020 Campaign Guide
Notebook
Notebook & Pen

Outside Front Cover Inside Front Cover Text Pages - Right Side Text Pages - Left Side
Pen
Inside Back Cover Outside Back Cover
120
2020 Campaign Guide
Bag Notepad
Bag & Notepad

Front Back
BB_YCB20_ColateralBag.ai
121
2020 Campaign Guide
CAMPAIGN ASSETS
122
2020 Campaign Guide
You Can Be Anything Campaign Assets
Full-Length Girl
Photography—Scenes
BB_YCB19_Artist_Girl_Full.psd BB_YCB19_Astronaut_Girl_Full.psd BB_YCB19_Athlete_Girl_Full.psd BB_YCB19_Baker_Girl_Full.psd BB_YCB19_Ballerina_Girl_Full.psd BB_YCB19_BFF_Girl_Full.psd
This photography can be used for print,

digital, in-store, and event executions.
Girl photography should be kept in situation.
For best quality print results, large format

graphics should be printed at a minimum of
100 dpi. Our full-length photography images
are approximately 80” tall at 100 dpi. For larger
print graphics, the photography will need BB_YCB19_Builder_Girl_Full.psd BB_YCB19_Camper_Girl_Full.psd BB_YCB19_CandyPrincess_Girl_Full.psd BB_YCB19_Dentist_Girl_Full.psd BB_YCB19_DIY_Girl_Full.psd BB_YCB19_Doctor_Girl_Full.psd
to be digitally enlarged by a professional.
If you need assistance, please email:

BB_YCB19_Equestrian_Girl_Full.psd BB_YCB19_Explorer_Girl_Full.psd BB_YCB19_FairyPrincess_Girl_Full.psd BB_YCB19_FashionDesigner_Girl_Full.psd BB_YCB19_Firefighter_Girl_Full.psd BB_YCB19_Gymnast_Girl_Full.psd
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2020 Campaign Guide
Full-Length Girl
BB_YCB19_Hairstylist_Girl_Full.psd BB_YCB19_IceSkater_Girl_Full.psd BB_YCB19_Judge_Girl_Full.psd BB_YCB19_Leader_Girl_Full.psd BB_YCB19_MartialArtist_Girl_Full.psd BB_YCB19_MedalWinner_Girl_Full.psd


print graphics, the photography will need to BB_YCB19_Mermaid_Girl_01_Full.psd BB_YCB19_Mermaid_Girl_02_Full.psd BB_YCB19_MovieDirector_Girl_Full.psd BB_YCB19_NewsAnchor_Girl_Full.psd BB_YCB19_OceanExplorer_Girl_Full.psd BB_YCB19_PetVet_Girl_Full.psd
be digitally enlarged by a professional.

BB_YCB19_Pilot_Girl_01_Full.psd BB_YCB19_Pilot_Girl_02_Full.psd BB_YCB19_PoliticalCandidate_ BB_YCB19_Princess_Girl_Full.psd BB_YCB19_Programmer_Girl_Full.psd BB_YCB19_Robotics_Girl_Full.psd

Girl_Full.psd
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Full-Length Girl
BB_YCB19_Rockstar_Girl_Full.psd BB_YCB19_Scientist_Girl_Full.psd BB_YCB19_Skateboarder_Girl_Full.psd BB_YCB19_SoccerPlayer_Girl_Full.psd BB_YCB19_SoftballPlayer_Girl_Full.psd BB_YCB19_Songwriter_Girl_Full.psd


print graphics, the photography will need to BB_YCB19_Surfer_Girl_Full.psd BB_YCB19_Teacher_Girl_Full.psd BB_YCB19_Traveler_Girl_Full.psd
be digitally enlarged by a professional.

125
2020 Campaign Guide
Full-Length Girl
Photography—Gradients
New!
BB_YCB20_Artist_Girl_Full_ BB_YCB20_Astronaut_Girl_Full_ BB_YCB20_Ballerina_Girl_Full_ BB_YCB20_Builder_Girl_Full_ BB_YCB20_Chef_Girl_Full_ BB_YCB20_DJ_Girl_Full_

Gradient.psd Gradient.psd Gradient.psd Gradient.psd Gradient.psd Gradient.psd

Each image contains various layers of color gradients

so you can select the correct color composition for
your grid.
For best quality print results, large format graphics BB_YCB20_Doctor_Girl_Full_ BB_YCB20_Equestrian_Girl_Full_ BB_YCB20_Explorer_Girl_Full_ BB_YCB20_FairyPrincess_Girl_Full_ BB_YCB20_FashionDesigner_Girl_Full_ BB_YCB20_Firefighter_Girl_Full_
Gradient.psd
should be printed at a minimum of 100 dpi. Our Gradient.psd Gradient.psd Gradient.psd Gradient.psd Gradient.psd
full-length photography images are approximately

80” tall at 100 dpi. For larger print graphics, the
photography will need to be digitally enlarged by a
professional.

BB_YCB20_Gymnast_Girl_Full_ BB_YCB20_Judge_Girl_Full_ BB_YCB20_Leader_Girl_Full_ BB_YCB20_MartialArtist_Girl_Full_ BB_YCB20_MedalWinner_Girl_Full_ BB_YCB20_Mermaid_Girl_01_Full_

Gradient.psd Gradient.psd Gradient.psd Gradient.psd Gradient.psd Gradient.psd
126
2020 Campaign Guide
Full-Length Girl
Photography—Gradients
New!
BB_YCB20_NewsAnchor_Girl_Full_ BB_YCB20_PetVet_Girl_Full_ BB_YCB20_Pilot_Girl_01_Full_ BB_YCB20_Pilot_Girl_02_Full_ BB_YCB20_PoliticalCandidate_Girl_ BB_YCB20_Programmer_Girl_Full_

Gradient.psd Gradient.psd Gradient.psd Gradient.psd Full_ Gradient.psd Gradient.psd


your grid.
For best quality print results, large format graphics BB_YCB20_Robotics_Girl_Full_ BB_YCB20_Rockstar_Girl_Full_ BB_YCB20_Scientist_Girl_Full_ BB_YCB20_Skateboarder_Girl_Full_ BB_YCB20_SoccerPlayer_Girl_Full_ BB_YCB20_SoftballPlayer_Girl_Full_.
Gradient.psd
should be printed at a minimum of 100 dpi. Our Gradient.psd Gradient.psd Gradient.psd Gradient.psd Gradient.psd

professional.

BB_YCB20_Surfer_Girl_Full_
Gradient.psd
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2020 Campaign Guide
New!
Full-Length
Doll Photography
BB_YCB19_AnimalDoctor_Doll_Full.psd BB_YCB19_Archaeologist_Doll_Full.psd BB_YCB20_Artist_Doll_Full.psd BB_YCB19_Astronaut_Doll_Full.psd BB_YCB19_Athlete_Doll_Full.psd BB_YCB19_BabyDoctor_Doll_Full.psd

digital, in-store, and event executions. New!

your grid.
For best quality print results, large format graphics BB_YCB19_Baker_Doll_Full.psd BB_YCB19_Ballerina_Doll_Full.psd BB_YCB20_Ballerina_Doll_02_Full.psd BB_YCB19_BasketballPlayer_Doll_Full.psd BB_YCB19_Beekeeper_Doll_01_Full.psd BB_YCB19_Beekeeper_Doll_02_Full.psd
should be printed at a minimum of 100 dpi. Our

80” tall at 100 dpi. For larger print graphics, the New!
professional.

BB_YCB20_Boxer_Doll_Full.psd BB_YCB19_Builder_Doll_01_Full.psd BB_YCB19_Builder_Doll_02_Full.psd BB_YCB19_Chef_Doll_01_Full.psd BB_YCB19_Chef_Doll_02_Full.psd BB_YCB19_ChickenFarmer_Doll_Full.psd
128
2020 Campaign Guide
New!
Full-Length
Doll Photography
BB_YCB19_DanceInstructor_Doll_Full.psd BB_YCB19_Dancer_Doll_Full.psd BB_YCB19_Dentist_Doll_Full.psd BB_YCB19_Doctor_Doll_01_Full.psd BB_YCB19_Doctor_Doll_02_Full.psd BB_YCB20_Doctor_Doll_03_Full.psd

digital, in-store, and event executions. New! New! New!

your grid.
For best quality print results, large format graphics BB_YCB19_Equestrian_Doll_Full.psd BB_YCB20_Equestrian_Doll_02_Full.psd BB_YCB19_Fairy_Doll_02_Full.psd BB_YCB20_Fairy_Doll_03_Full.psd BB_YCB19_Farmer_Doll_Full.psd BB_YCB20_Fashionista_Doll_01_Full.psd

80” tall at 100 dpi. For larger print graphics, the New! New!
professional.

BB_YCB20_Fashionista_Doll_02_Full.psd BB_YCB20_Fashionista_Doll_03_Full.psd BB_YCB19_Firefighter_Doll_Full.psd BB_YCB19_Friend_Doll_Full.psd BB_YCB19_GameDeveloper_Doll_Full.psd BB_YCB19_Gymnast_Doll_Full.psd
129
2020 Campaign Guide
New! New!
Full-Length
Doll Photography
BB_YCB20_Gymnast_Doll_02_Full.psd BB_YCB19_GymnastCoach_Doll_Full.psd BB_YCB19_IceSkater_Doll_01_Full.psd BB_YCB19_IceSkater_Doll_02_Full.psd BB_YCB20_Judge_Doll_Full.psd BB_YCB19_Lifeguard_Doll_Full.psd

digital, in-store, and event executions. New! New!

your grid.
For best quality print results, large format graphics BB_YCB19_MartialArtist_Doll_Full.psd BB_YCB19_Mermaid_Doll_01_Full.psd BB_YCB19_Mermaid_Doll_02_Full.psd BB_YCB20_Mermaid_Doll_03_Full.psd BB_YCB20_Mermaid_Doll_04_Full.psd BB_YCB19_Musician_Doll_01_Full.psd

80” tall at 100 dpi. For larger print graphics, the New!
professional.

BB_YCB19_Musician_Doll_02_Full.psd BB_YCB19_MusicTeacher_Doll_Full.psd BB_YCB19_NewsAnchor_Doll_Full.psd BB_YCB20_NoodleMaker_Doll_Full.psd BB_YCB19_OceanExplorer_Doll_Full.psd BB_YCB19_PetVet_Doll_01_Full.psd
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New! New!
Full-Length
Doll Photography
BB_YCB19_PetVet_Doll_02_Full.psd BB_YCB19_PetVet_Doll_03_Full.psd BB_YCB20_PetVet_Doll_04_Full.psd BB_YCB19_Pilot_Doll_01_Full.psd BB_YCB19_Pilot_Doll_02_Full.psd BB_YCB20_Pilot_Doll_03_Full.psd

digital, in-store, and event executions. New! New
for Fall
2020!

your grid.
For best quality print results, large format graphics BB_YCB19_PoliticalCandidate_Doll_Full.psd BB_YCB19_PopStar_Doll_Full.psd BB_YCB19_Princess_Doll_Full.psd BB_YCB20_Princess_Doll_02_Full.psd BB_YCB20_PrincessAdventure_Doll_Full.psd BB_YCB19_RoboticEngineer_Doll_Full.psd

professional.

BB_YCB19_Scientist_Doll_01_Full.psd BB_YCB19_Scientist_Doll_02_Full.psd BB_YCB19_Scientist_Doll_03_Full.psd BB_YCB19_Scientist_Doll_04_Full.psd BB_YCB19_Sister_Doll_Full.psd BB_YCB19_Skateboarder_Doll_Full.psd
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2020 Campaign Guide
New! New!
Full-Length
Doll Photography
BB_YCB19_SoccerPlayer_Doll_01_Full.psd BB_YCB19_SoccerPlayer_Doll_02_Full.psd BB_YCB19_SoftballPlayer_Doll_Full.psd BB_YCB20_Swimmer_Doll_Full.psd BB_YCB20_TennisPlayer_Doll_Full.psd BB_YCB19_Travel_Doll_01_Full.psd


your grid.
For best quality print results, large format graphics BB_YCB19_Travel_Doll_02_Full.psd BB_YCB19_YogaMaster_Doll_Full.psd

professional.

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2020 Campaign Guide
New!
Full-Length
Accessories Photography
BB_YCB19_ArtistPalette.psd BB_YCB20_ArtistPalette_02.psd BB_YCB19_AstronautHelmet.psd BB_YCB19_BakingSheet.psd BB_YCB19_BalletSlippers.psd BB_YCB19_Basketball.psd


your grid.
For best quality print results, large format graphics BB_YCB19_Binoculars.psd BB_YCB19_Boombox.psd BB_YCB19_BoxingGloves.psd BB_YCB19_Camera.psd BB_YCB19_ChefHat.psd BB_YCB19_DoctorsBag.psd

professional.

BB_YCB19_DressmakerForm.psd BB_YCB19_FirefighterHelmet.psd BB_YCB19_Guitar.psd BB_YCB19_Headphones.psd BB_YCB19_IceSkates.psd BB_YCB19_Laptop.psd
133
2020 Campaign Guide
New! New!
Full-Length
Accessories Photography
BB_YCB19_LifeguardBuoy.psd BB_YCB19_Microphone.psd BB_YCB19_Microscope.psd BB_YCB20_NoodleBowl.psd BB_YCB19_PetVet.psd BB_YCB20_PetCarrier.psd


your grid.
For best quality print results, large format graphics BB_YCB19_PilotHat.psd BB_YCB19_RacecarDriverHelmet.psd BB_YCB19_Robot.psd BB_YCB19_ScientistBeakers.psd BB_YCB20_Skateboard.psd BB_YCB19_SnorkelMask.psd

professional.

BB_YCB19_SoccerBall.psd BB_YCB19_SoftballPlayerMitt.psd BB_YCB19_Stethoscope.psd BB_YCB19_TennisRacket.psd
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2020 Campaign Guide
Close-Up BB_YCB19_Artist_Girl_Close.psd BB_YCB19_Astronaut_Girl_Close.psd BB_YCB19_Athlete_Girl_Close.psd BB_YCB19_Baker_Girl_Close.psd BB_YCB19_Ballerina_Girl_Close.psd
Girl Photography
New!

BB_YCB19_Builder_Girl_Close.psd BB_YCB19_DIY_Girl_Close.psd BB_YCB19_DJ_Girl_Close.psd BB_YCB20_Doctor_Girl_Close.psd BB_YCB19_Equestrian_Girl_Close.psd
Each image contains various layers of color

gradients so you can select the correct color
composition for your grid.

are approximately 80” tall at 100 dpi. For larger BB_YCB19_Explorer_Girl_Close.psd BB_YCB19_FashionDesigner_Girl_Close.psd BB_YCB19_Firefighter_Girl_Close.psd BB_YCB19_Gymnast_Girl_Close.psd BB_YCB19_Judge_Girl_Close.psd
print graphics, the photography will need to be

digitally enlarged by a professional.

BB_YCB19_MartialArtist_Girl_Close.psd BB_YCB19_Mermaid_Girl_Close.psd BB_YCB19_MovieDirector_Girl_Close.psd BB_YCB19_NewsAnchor_Girl_Close.psd BB_YCB19_OceanExplorer_Girl_Close.psd
135
2020 Campaign Guide
Close-Up BB_YCB19_PetVet_Girl_Close.psd BB_YCB19_Pilot_Girl_01_Close.psd BB_YCB19_Pilot_Girl_02_Close.psd BB_YCB19_PoliticalCandidate_Girl_01_Close.psd BB_YCB19_PoliticalCandidate_Girl_02_Close.psd
Girl Photography
BB_YCB19_Programmer_Girl_Close.psd BB_YCB19_RoboticEngineer_Girl_Close.psd BB_YCB19_Rockstar_Girl_Close.psd BB_YCB19_Scientist_Girl_01_Close.psd BB_YCB19_Scientist_Girl_02_Close.psd


are approximately 80” tall at 100 dpi. For larger BB_YCB19_Skateboarder_Girl_Close.psd BB_YCB19_SoccerPlayer_Girl_Close.psd BB_YCB19_SoftballPlayer_Girl_Close.psd

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2020 Campaign Guide
New!
Close-Up BB_YCB19_AnimalDoctor_Doll_Close.psd BB_YCB19_Archaeologist_Doll_Close.psd BB_YCB20_Artist_Doll_Close.psd BB_YCB19_Astronaut_Doll_Close.psd BB_YCB19_BabyDoctor_Doll_Close.psd
Doll Photography
New!

BB_YCB19_Baker_Doll_Close.psd BB_YCB19_Ballerina_Doll_Close.psd BB_YCB20_Ballerina_Doll_02_Close.psd BB_YCB19_BasketballPlayer_Doll_Close.psd BB_YCB19_Beekeeper_Doll_01_Close.psd

New!

are approximately 80” tall at 100 dpi. For larger BB_YCB19_Builder_Doll_02_Close.psd BB_YCB19_Chef_Doll_01_Close.psd
BB_YCB19_Beekeeper_Doll_02_Close.psd BB_YCB20_Boxer_Doll_Close.psd BB_YCB19_Builder_Doll_01_Close.psd

BB_YCB19_Chef_Doll_02_Close.psd BB_YCB19_ChickenFarmer_Doll_Close.psd BB_YCB19_DanceInstructor_Doll_Close.psd BB_YCB19_Dancer_Doll_Close.psd BB_YCB19_Doctor_Doll_01_Close.psd
137
2020 Campaign Guide
New! New! New!
Close-Up BB_YCB19_Doctor_Doll_02_Close.psd BB_YCB20_Doctor_Doll_03_Close.psd BB_YCB19_Equestrian_Doll_Close.psd BB_YCB20_Equestrian_Doll_02_Close.psd BB_YCB20_Equestrian_Doll_03_Close.psd
Doll Photography
New!

BB_YCB19_Fairy_Doll_02_Close.psd BB_YCB20_Fairy_Doll_03_Close.psd BB_YCB19_Farmer_Doll_Close.psd BB_YCB19_Firefighter_Doll_Close.psd BB_YCB19_GameDeveloper_Doll_Close.psd

New!

are approximately 80” tall at 100 dpi. For larger BB_YCB19_IceSkater_Doll_01_Close.psd BB_YCB19_IceSkater_Doll_02_Close.psd BB_YCB20_Judge_Doll_Close.psd BB_YCB19_Lifeguard_Doll_Close.psd BB_YCB19_MartialArtist_Doll_Close.psd
New! New!

BB_YCB19_Mermaid_Doll_01_Close.psd BB_YCB19_Mermaid_Doll_02_Close.psd BB_YCB20_Mermaid_Doll_03_Close.psd BB_YCB20_Mermaid_Doll_04_Close.psd BB_YCB19_Musician_Doll_01_Close.psd

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2020 Campaign Guide
New!
Close-Up BB_YCB19_Musician_Doll_02_Close.psd BB_YCB19_MusicTeacher_Doll_Close.psd BB_YCB19_NewsAnchor_Doll_Close.psd BB_YCB20_NoodleMaker_Close.psd BB_YCB19_PetVet_Doll_01_Close.psd
Doll Photography
New!

BB_YCB19_PetVet_Doll_02_Close.psd BB_YCB19_PetVet_Doll_03_Close.psd BB_YCB20_PetVet_Doll_04_Close.psd BB_YCB19_Pilot_Doll_01_Close.psd BB_YCB19_Pilot_Doll_02_Close.psd

New!
composition for your grid. New!

are approximately 80” tall at 100 dpi. For larger BB_YCB20_Pilot_Doll_03_Close.psd BB_YCB19_PoliticalCandidate_Doll_Close.psd BB_YCB19_PopStar_Doll_Close.psd BB_YCB19_Princess_Doll_Close.psd BB_YCB20_Princess_Doll_02_Close.psd
New
for Fall
2020!
BB_YCB20_PrincessAdventure_Doll_Close.psd BB_YCB19_RoboticsEngineer_Doll_Close.psd BB_YCB19_Scientist_Doll_01_Close.psd BB_YCB19_Scientist_Doll_02_Close.psd BB_YCB19_Scientist_Doll_03_Close.psd

139
2020 Campaign Guide
New!
Close-Up BB_YCB19_SoccerPlayer_Doll_01_Close.psd BB_YCB19_SoccerPlayer_Doll_02_Close.psd BB_YCB19_SoftballPlayer_Doll_Close.psd BB_YCB20_TennisPlayer_Doll_Close.psd
Doll Photography



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2020 Campaign Guide
Do’s Dont’s
Do’s & Don’ts

This quick snapshot is designed to help you easily
identify the Do’s and Don’ts for the 2020 You Can
Be Anything Campaign.
Do: Don’t:
1. Use NEW photography and NEW 2020 You Can Be Anything 1. DO NOT alter the NEW You Can Be Anything lockup in ANY way
lockup throughout 2. DO NOT use the OLD lockup
2. Incorporate existing photography per your market 3. DO NOT use doll or girl photography of the same ethnicity or
3. Use a diverse range of careers and ethnicities career—BE DIVERSE
4. Crop doll and girl photography as shown 4. DO NOT mix doll and girl photography in merchandising headers
5. Use the Barbie color palette as shown 5. DO NOT crop into campaign art in an awkward way
6. Put contrasting colors next to each other for “pop”— 6. DO NOT use colors that are not in the palette
change background color on photography as needed 7. DO NOT show only girl, doll or accessories in your grid
7. If creating a grid, use the sequence: girl, accessory, doll—repeat 8. DO NOT place the same colors next to each other
141
2020 Campaign Guide
You Can Be Anything Legal
Legal Guidelines for Trademark and Copyright Use

This Merchandising Guide is provided for the purposes stated herein to partners and customers of Mattel, Inc., 333 Continental Blvd., El Segundo, CA 90245 USA.
This Merchandising Guide contains Mattel, Inc. artwork, product logos, trademarks, icons, descriptions, merchandising schematics and configurations and related elements (the “Materials”) all intended to be used together to promote a consistent brand image in
the creation of retail display environments. Use and/or retention of the Materials constitutes acceptance of the entry into a legally binding agreement (“Agreement”) to the following terms and conditions, so please read them carefully. If the terms and conditions
are not acceptable, then this Merchandising Guide must be immediately returned to Mattel (Marketing Communications), at the address stated above.
RIGHT TO USE MATERIALS

While this agreement is in effect, authorized users have the right to copy the materials in this Merchandising Guide for use solely in creating marketing and advertising materials for marketing and/or sale of Mattel, Inc. products pursuant to this Agreement, in
countries approved by Mattel, Inc.
Usage of the Materials pursuant to this Agreement is subject to the prior written approval of Mattel, Inc. Items submitted for approval should be sent to the attention of Marketing Communications of Mattel, Inc. at the address stated above. Upon submission for
approval, Mattel Inc. shall accept or reject within fourteen (14) business days or as otherwise directed by Mattel, Inc.
Any trademark markings shall not be deleted or otherwise changed. Copyright and the other legal legends on the material shall be as indicated in this Merchandising Guide or as otherwise directed by Mattel, Inc.
OWNERSHIP OF MATERIALS
Mattel, Inc. and/or their affiliates retain all title and right to the Materials in this Merchandising Guide (including all intellectual property rights and rights of ownership). Copying and use of the Material does not grant the user any right to the Materials apart from
the right to use for lawful and legitimate business purposes as provided herein.
CONFIDENTIALITY
The Materials in this Merchandising Guide are confidential and should not be disclosed or access given to any third party or to any employee, agent or contractor of the user (except those employees whose duties require access to such information). To protect
the confidentiality of such material, you agree to undertake the same steps and precautions utilized to protect the confidentiality of your own trade secrets and proprietary information. You further agree to promptly return the materials if requested by Mattel, Inc.
COPYRIGHTS AND TRADEMARKS

You should assume that everything you see or read in this Merchandising Guide is copyrighted and may not be used except as provided in these terms and conditions, without the written permission of Mattel, Inc. The use of these Materials by you, or anyone
else authorized by you, is prohibited unless specifically permitted by this Agreement. Any unauthorized use of the images may violate copyright laws, trademarks laws and other applicable laws regulations and statutes.
The trademarks, logos and service marks contained in this Merchandising Guide are registered and unregistered trademarks of Mattel, Inc. and/or its affiliates. Nothing contained herein should be construed as granting, by implication, estoppels, or otherwise any
license or right to use any trademark contained in this Merchandising Guide, except for the limited purpose of creating retail display environments for the marketing and sale of Mattel, Inc. products under this Agreement. Any use of the trademarks appearing in
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TERMINATION
Mattel, Inc. reserves the right to terminate this Agreement in whole or in part, with or without a cause, at any time. Upon termination the user is required to delete or destroy all Materials and copies of Materials from this Merchandising Guide in their possession
and confirm such destruction in writing.
All graphic elements shown in this guide have been prepared in the attached disc with the following copyright notice: ©2019 Mattel.
Please ensure the use of this copyright line, the ™ and ® marks shown in this guide.
142
2020 Campaign Guide
You Can Be Anything Legal
END USER LICENSE AGREEMENT

PLEASE READ THIS AGREEMENT CAREFULLY BEFORE USING THE ACCOMPANYING MATERIAL. IN CONSIDERATION FOR YOUR USE OF THE MATERIAL, YOU AGREE TO ABIDE BY ALL OF THE TERMS OF THIS END-USER LICENSE AGREEMENT (THIS “LIMITED LICENSE”).
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means any image, text, recording, picture, or other audio or visual work contained within the Material.
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BARBIE

YOU CAN BE ANYTHING

2020 CAMPAIGN GUIDE

Our Purpose To inspire the limitless potential in every girl.

Our Purpose 02 Shop-in-Shop Merchandising 37 Careers in Tech 70 Mermaid 107

2020 YOU CAN BE ANYTHING

Ball Pit 75 Soccer Player 113

Example subject line: Barbie – USA – Licensee/Retailer – Holiday POS

• Please plan ahead and allow Marcom 1 week to review.

Projects and materials to submit for review:

• Large-scale regional promotions

YOU CAN BE ANYTHING

You Can Be Anything

You Can Be Anything Brand Assets

Primary Barbie Logo

and should be used across all assets to

Depending on where the brand marks are

Never use historical versions of the Barbie logo.

You Can Be Anything Brand Assets

already been clearly established.

Depending on where the brand marks are used,

Use: Marketing Communications

You Can Be Anything Brand Assets

Silo Head Icon

The silo head icons have been refreshed.

The circle silo heads are to be used for all

The non-circle version is for Consumer

Never use historical versions of the silo head icons.

You Can Be Anything Brand Assets

Logo Lockup, Vertical—

The vertical logo lockup is the primary version,

Never use historical versions of the logo lockup.

You Can Be Anything Brand Assets

Logo Lockup, Horizontal—

The horizontal logo lockup is the secondary

Never use historical versions of the logo lockup.

You Can Be Anything Brand Assets

You Can Be Anything Brand Assets Primary Secondary

You Can Be Anything Brand Assets

PINK BLUE PURPLE

YELLOW ORANGE GREEN

Rectangle_gradient_yellow.psd Rectangle_gradient_orange.psd Rectangle_gradient_green.psd

You Can Be Anything Fonts

You Can Be Anything Brand Assets

Typography (Video) Headline

You Can Be Anything Brand Assets

Typography (Web) Headline OSWALD - MEDIUM & BOLD

You Can Be Anything

Video Content Introduction

How Hogarth Can Help You

How to Contact Hograth

Upon Job Completion

These assets include: • As-produced Script • Completion Report • Producer Affidavit

Imagine the Possibilities

continue to be leveraged until March 2020. Additionally,

Please note there will be a new brand asset delivered

These assets are available from Hogarth Worldwide Limited.

Please send requests directly to:

Professor :30 Professor :15 Airport Executive :15

Post Copy: Post Copy: Post Copy:

“Airport” :15 Coach :15 Paleontologist :15

*Please note the following TWO spots are not

Post Copy: Post Copy: