The idea was simply to redefine an icon worldwide – and in so doing change a common conception of what constitutes beauty.

We reinvented the classic Barbie doll, introducing three new shapes and seven new skin tones and in so doing, changed the face of one of the first

Barbie is as iconic as brands get. Innovating with a change of this scale has the power to not just impact the industry, but the entire world and generations to come.

The doll was launched globally on January 28, we used social channels to spread the word and within hours it was a trending topic on news programs worldwide.

We fuelled the debate around the new bodies with daily posts, live responses to consumer posts and questions.

But this was just the tip of the iceberg; the doll had been in development in for four years.

World wide the campaign received a phenomenal success with 6.6 Billion media impressions. It generated over 5000 news stories, with 97% of them positive. The launch film received over 40 Million views. But the real impact was on the high street, where appreciation for the new shapes was shown with curvy Barbie flying off the shelves, illustrating the positive reception of Barbie’s new shape and what it signifies.

According to Ace Metrix, ‘The campaign broke all research norms for ‘likeability’, ‘attention’, ‘relevance’, ‘information’, and ‘having a message that engenders change/meaning.’

These results show the scale of the idea’s impact. The show the way that the dolls embodied, embraced and helped to boost a movement of acceptance for a new definition of what beauty is worldwide.