Аннотация: This article discusses the history of the most famous doll in the whole world - the Barbie doll. Advertising campaigns in different years are presented and analyzed, which initially helped the doll reach the world level and subsequently influenced the development of the popularity of the Barbie doll. PR and advertising campaigns to promote the Barbie brand were also reviewed and analyzed in connection with the release of the film of the same name on July 21, 2023.
Ключевые слова: advertising, PR, Barbie, Mattel, doll, phenomenon, brand, trend, advertising campaign, viral advertising, promotion, Barbie movie, collaboration.
Статья в сборнике научных трудов по материалам конференции (форума) «International Conference on Navigating Global Challenges through Research Discoveries and Innovative Approaches: An Interplay of Fundamentals and Applications»