Talking to the new generation of mothers.

In a generation where children are finding it easier to pick up their iPads and smartphones to play games, Mattel found a need to increase market share for its signature doll, Barbie. VML has been engaged by the brand to reach out to Millennia moms, while moving the messaging to a more aspirational tone.

VML has partnered with Barbie to introduce a social presence, and has also created on-ground activation in the form of an "Instagram Wall" to appeal to this new generation of mothers and children.