Barbie® has partnered with Heart, the UK’s biggest commercial radio brand, to celebrate the power of women supporting women in the lead up to International Women’s Day. All this week, Heart listeners have been nominating female role models that inspire them for a chance to have their message shared on air and on billboards, and the chance to win an epic prize.
The week-long activation marks Barbie’s debut in a radio campaign, featuring presenter live reads, co-branded content, trails, sponsorships, and social media.
This morning on Heart Breakfast, host Amanda Holden and mid-morning presenter Pandora Christie pressed a big pink Barbie button live on air, lighting up digital billboards with shout-outs and friendship messages right across the UK, including in major cities, London, Manchester, and Glasgow.
The hashtag #BarbieLimitlessFriendship has been inviting listeners at home to keep the momentum going too, encouraging them to snap selfies with the special women in their lives to commemorate the power of friendship this International Women’s Day!
Listeners who have submitted friendship messages are also in with a chance of winning the perfect bestie trip – an epic overnight stay in London for two people with accommodation, travel, meals, a Women of London walking tour, and a £250 Smyths Toy Superstore Voucher.
“As a leader in the doll category and with over 65+ years of inspiring limitless potential, this year the Barbie brand is proud to celebrate the power of female friendship and the positive benefits this can have to enable the limitless potential of women and girls. We are thrilled to bring this message to the nation this week, through our partnership with Global on Heart, part of our strategy to innovate our purpose-driven marketing initiatives.”
Kelly Philp, Head of Brand Marketing at Mattel UK
In addition to its partnership with Heart, the Barbie brand announced this week that actresses and best friends Hannah Waddingham and Juno Temple have been honoured with one-of-a-kind dolls made in their likenesses. The best friends, both on and off screen, have been named Barbie UK Role Models, marking International Women’s Day by celebrating powerful friendship and the strong bonds that inspire and empower each other’s success.
The brand is showcasing the collective strength of women empowering women and spotlighting real-life friendships to encourage girls to embrace girlhood. Studies show that 55% of Gen Z and Millennials say friendship is more important than a romantic relationship[1], and women with a tight-knit circle of supportive women are 2.5 times more likely to become high performers at work[2]. Barbie recognises that friendship can be an unstoppable force to help unlock limitless possibilities and is celebrating women who facilitate supportive communities – from sisters, to friends, to colleagues, to role models.
[1] YPulse 2023
