Barbie

#CloseTheDreamGap

Opportunity

Over the past few years, Barbie has been doing powerful work to transform the brand and make it relevant in the 21st century, launching new body types and diverse role models to elevate social norms around representation. As a “next” for the brand, Enso partnered with Mattel to further evolve Barbie’s brand purpose and deepen its impact in the world.

Shared Mission

Through a global research study, strategy and messaging, we partnered with the Barbie team and Jess Weiner to uncover the cause of The Dream Gap, when starting at age 5, many girls begin to develop limiting self-beliefs, and stop believing their gender can do or be anything. We then laid out a multi-year roadmap in service of inspiring limitless potential inside every girl. This ongoing global initiative will rally partners around the world to give girls the resources and support they need to continue to believe that they can be anything.

Positive Impact

The Dream Gap Project launched leading up to International Day of the Girl on October 8, 2018, with an announcement to fund a research program in collaboration with Associate Professor Andrei Cimpian from New York University. Globally, Barbie is working with local researchers to identify what issues may be holding girls back from fulfilling their potential around the world. Barbie will continue to create impactful content, providing girls with diverse role models and offering empowering products in service of this mission.

Research shows that starting at age 5, many girls begin to develop limiting self-beliefs. They stop believing their gender can do or be anything.

This is the Dream Gap, and this year #Barbie begins working to close it: https://t.co/jQ83OppcFy. #CloseTheDreamGap #DayOfTheGirl pic.twitter.com/3VWMNee6eq
— Barbie (@Barbie) October 11, 2018

Creativity Pick: Mattel's Barbie commits to closing the 'Dream Gap' for young girls https://t.co/eIXfIvCZ0j pic.twitter.com/t8jE7SWm3G
— Ad Age (@adage) October 14, 2018

This year @Barbie is kicking off the Dream Gap Project, an ongoing global initiative that aims to give girls the resources and support they need to continue to believe that they can be anything.

Learn more: https://t.co/S4o79bTsqs. #CloseTheDreamGap #YouCanBeAnything #Barbie pic.twitter.com/VmgKTthgXc
— Mattel (@Mattel) October 9, 2018

I joined @Barbie in their discussion as to how to #closethedreamgap. Girls as young as 6 begin to believe they cannot do the same things as their male counterparts. Time to change that and #closethegap. https://t.co/wKmnD8Lpcw
— Dr. Jen Hartstein (@drjenonline) October 10, 2018

Close the Dream Gap -- poweful and interesting message from @Barbie on their transformative journey to inspire and empower young girls -- but most of all, a call to arms to mom's, dad's and bosses to help... https://t.co/f7MkEtVYov
— marvin chow (@theREALmarvin) October 10, 2018

Fans de la última campaña de #Barbie para terminar con el #DreamGap 💪💪💪 @barbie se convierte en una inspiradora amiga de la desigualdad de oportunidades entre niñas y niños 👏 pic.twitter.com/3OT57liqmq
— Marie Claire (@marieclaire_es) October 24, 2018