Barbie – You Can Be Anything

Transforming the world’s most iconic doll into a family attraction that encouraged children and families to dream big and discover that they can be anything.

Developed exclusively with Mattel, the Barbie You Can Be Anything experience brought the globally recognised message to life through a vibrant walk through, life sized adventure designed to inspire confidence, curiosity and aspiration. We reimagined the brand and toys into an interactive environment inspired by Barbie’s many careers. Through a series of interactive environments, visitors were able to discover what it feels like to become a pilot, marine biologist, fashion designer, zoologist or athlete for the day through challenges, hands on craft and playful moments designed for all ages to enjoy.

With more than 100 dolls sold every minute worldwide, and an estimated 99% global brand recognition, Barbie is one of the most recognisable toys ever created and is a brand that carries decades of nostalgia with an impact that extends far beyond toys.

Our challenge was to honour that instantly recognisable world and message through our creative approach while translating the familiar toys and play sets into a physical environment families could move through, interact with and explore together.

We built 8 interactive, life size career zones with over-scaled props and tactile installations where children could try their hand at designing fashion collections, flying a plane, becoming an artist, spotting animals in the wild and undertaking sportive challenges.

We worked carefully alongside Mattel to ensure the storytelling remained true to the spirit of the Barbie brand while broadening the conversation around ambition and possibility- not just including the hero careers, the attraction celebrated the wider range of opportunities within different industries such as traffic control (not just Pilot), creating an experience that was truly inclusive and empowering.