More than a year after its “Barbie” movie pop-culture takeover, Barbie is gearing up for more growth with a new brand campaign. The Mattel-owned brand’s new “Give Limitless Possibilities” brand film showcases how the toy can deliver the adventures, potential and confidence that parents desire for their children. The 75-second video is Barbie’s first with creative agency 72andSunny.

“This is really about setting the stage for the next phase of growth for the brand in a post-“Barbie” movie world,” said Krista Berger, senior VP of Barbie and global head of dolls at Mattel. “It’s engaging brand fans and reminding them that Barbie is a brand and a tool to provide limitless possibilities for the next generation as we head into holiday 2024.”

The new video features children playing with their Barbie dolls in imaginative activities, such as dancing, painting and singing. “When I look at you, I think of everything I could give you,” a voice-over says. The spot ends by building up to the Barbie tagline of “You Can Be Anything,” which was created nearly a decade ago.

The film will air in a variety of lengths on social media and digital platforms, as well as on linear and connected TV. It will roll out globally this month, while paid media in the U.S. will begin in October, Berger said. She added that the campaign will eventually include an influencer component with creatives discussing the role Barbie plays in their lives.

Barbie’s in-house media team worked with Spark Foundry in the U.S. and Canada and with UM in global markets. 

Previously, Barbie has worked with creative agencies such as BBDO and BBH on campaigns. Berger said that 72andSunny has been a “great partner” and that the relationship includes future extensions of the Limitless Possibilities campaign.

The new work will be unveiled at Friday’s WNBA game between Chicago Sky and Indiana Fever as part of a Barbie Theme Night at Chicago’s Wintrust Arena. The brand has been investing more in women’s sports as part of a larger initiative designed to encourage more young female athletes. Basketball legend Sue Bird, who has her own Barbie doll, will help introduce the new campaign at the WNBA game.

After a hot streak following 2023’s blockbuster film, the Barbie brand has come back down to earth in more recent months. For the most recent quarter, Barbie’s worldwide gross billings declined 6% to $266.1 million year over year. Mattel has tried to regain momentum through new deals such as a Professional Women’s Hockey League collaboration.