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BARBIE SPOTS TARGET PARENTS IN BRAZIL

Published on .

RIO DE JANEIRO -- Parents, not children, are the main target of the latest TV commercial unveiled in Brazil by Mattel for its world-famous Barbie doll.

Created by WPP Group's Ogilvy & Mather Worldwide, the campaign will also be the first to be used in other international markets.

The TV spot, called "Reactions," shows a girl opening, without much entusiasm, several presents on her birthday. Suddenly, an uncle arrives holding a Barbie doll under his arm. The girl spots the present immediately and rushes toward him to hug him in appreciation.

"Give Barbie and make it right," says a voice-over, followed by the endline "No need to invent. Barbie is all girls want to get."

Mattel sells 5 million Barbie dolls a year in Brazil, almost a third of the country's doll market. Global sales of the ubiquitous doll are 63 million a year. -- Claudia Penteado

Copyright May 2001, Crain Communications Inc.

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