Living doll

MAY 2021

Barbie has something important to say. Since Mattel’s flagship toy was launched in 1959, she has been pretty, slim, usually white and silent. Now, the doll giant has released a new marketing campaign that asserts that doll play can help children develop empathy and generosity.

BBH’s ‘A doll can help change the world’ campaign is backed by research from scientists at Cardiff University, whose 18-month study concluded that children who played with dolls had an active posterior superior temporal sulcus, the part of the brain linked with the processing of social information. 

These traits are known to be particularly important for success in school, work and in relationships with other humans – and helps nurture some positive traits from an early age, including empathy and kindness. Children who were left to play on their own with tablets showed far less of the same brain activation. The findings may be a shock for parents and educators, who look at technology to learn and entertain. 

The BBH campaign picks up on the positive cognitive and behavioural impacts of playing with dolls, stressing the value of qualities such as empathy, generosity, patience and understanding. The underlying message is that if children build empathy into their personalities, the next generation be more empathetic – which could potentially change the world. 

It’s an interesting brand message in a world where mental health, equality and inclusivity are becoming increasingly important.

Read more about Mattel's new Barbie campaign here.