{"id":32345,"date":"2016-11-02T11:00:50","date_gmt":"2016-11-02T03:00:50","guid":{"rendered":"https:\/\/www.pamper.my\/news\/?p=32345"},"modified":"2016-11-01T17:33:44","modified_gmt":"2016-11-01T09:33:44","slug":"ad-campaign-power-of-play-is-about-importance-of-playtime","status":"publish","type":"post","link":"https:\/\/www.pamper.my\/news\/lifestyle\/love-society\/ad-campaign-power-of-play-is-about-importance-of-playtime\/","title":{"rendered":"Barbie New Ad Campaign &#8220;Power of Play&#8221; Is About Importance of Playtime"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Mattel Asia has released\u00a0a new video for its Barbie brand \u201cPower of Play\u201d to showcase the importance and power of play and how\u00a0<\/span><span style=\"font-weight: 400;\">Barbie helps inspire young girls\u2019 imaginations. The video was launched in tandem of the brand\u2019s You Can Be Anything brand campaign. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Many studies indicate that parents in Asia see imaginative play as distracting from their child\u2019s development, with some even considering play as harmful to learning. The opportunity was to demonstrate the power of play when a girl plays with Barbie: she imagines all the possibilities of what she can become.<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-32350\" src=\"https:\/\/www.pamper.my\/news\/wp-content\/uploads\/2016\/11\/03-Video-Thumbnail.png\" alt=\"03-video-thumbnail\" width=\"800\" height=\"449\" srcset=\"https:\/\/www.pamper.my\/news\/wp-content\/uploads\/2016\/11\/03-Video-Thumbnail.png 800w, https:\/\/www.pamper.my\/news\/wp-content\/uploads\/2016\/11\/03-Video-Thumbnail-150x84.png 150w, https:\/\/www.pamper.my\/news\/wp-content\/uploads\/2016\/11\/03-Video-Thumbnail-300x168.png 300w, https:\/\/www.pamper.my\/news\/wp-content\/uploads\/2016\/11\/03-Video-Thumbnail-768x431.png 768w, https:\/\/www.pamper.my\/news\/wp-content\/uploads\/2016\/11\/03-Video-Thumbnail-696x391.png 696w, https:\/\/www.pamper.my\/news\/wp-content\/uploads\/2016\/11\/03-Video-Thumbnail-748x420.png 748w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>The centrepiece of the campaign is an online video structured as a social experiment. In part one of the experiment, five girls from Asia and Australia were asked to tell an imaginative story on the spot: the girls stalled, hesitated, and eventually gave up. In part two, the girls unboxed one of four Barbie products and were asked to tell a story again: this time, the girls naturally expressed inspired stories using Barbie to role-play and connect with others, demonstrating creativity, improvisation and emotional intelligence.<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-32351\" src=\"https:\/\/www.pamper.my\/news\/wp-content\/uploads\/2016\/11\/barbie-pamper.my-1.png\" alt=\"barbie-pamper-my-1\" width=\"1096\" height=\"614\" srcset=\"https:\/\/www.pamper.my\/news\/wp-content\/uploads\/2016\/11\/barbie-pamper.my-1.png 1096w, https:\/\/www.pamper.my\/news\/wp-content\/uploads\/2016\/11\/barbie-pamper.my-1-150x84.png 150w, https:\/\/www.pamper.my\/news\/wp-content\/uploads\/2016\/11\/barbie-pamper.my-1-300x168.png 300w, https:\/\/www.pamper.my\/news\/wp-content\/uploads\/2016\/11\/barbie-pamper.my-1-768x430.png 768w, https:\/\/www.pamper.my\/news\/wp-content\/uploads\/2016\/11\/barbie-pamper.my-1-1024x574.png 1024w, https:\/\/www.pamper.my\/news\/wp-content\/uploads\/2016\/11\/barbie-pamper.my-1-696x390.png 696w, https:\/\/www.pamper.my\/news\/wp-content\/uploads\/2016\/11\/barbie-pamper.my-1-1068x598.png 1068w, https:\/\/www.pamper.my\/news\/wp-content\/uploads\/2016\/11\/barbie-pamper.my-1-750x420.png 750w\" sizes=\"(max-width: 1096px) 100vw, 1096px\" \/>Director and APAC Marketing Andrea Vitali said,\u201dBarbie is the only brand that allows girls to imagine anything they can be. With this campaign we wanted to build an emotional connection with Asian parents by introducing them to the wonderful benefits of imaginative play and storytelling with Barbie to promote confidence and curiosity.\u201d <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Check out the campaign video below. <\/span><\/p>\n<p><span class=\"embed-youtube\" style=\"text-align:center; display: block;\"><iframe loading=\"lazy\" class=\"youtube-player\" width=\"696\" height=\"392\" src=\"https:\/\/www.youtube.com\/embed\/j8qupuxwKJU?version=3&#038;rel=1&#038;showsearch=0&#038;showinfo=1&#038;iv_load_policy=1&#038;fs=1&#038;hl=en-US&#038;autohide=2&#038;wmode=transparent\" allowfullscreen=\"true\" style=\"border:0;\" sandbox=\"allow-scripts allow-same-origin allow-popups allow-presentation\"><\/iframe><\/span><\/p>\n<p><strong>Read also:\u00a0<a href=\"https:\/\/www.pamper.my\/news\/lifestyle\/happenings\/mattell-to-hold-barbie-doll-exhibition-features-a-display-of-over-200-barbie-dolls\/\" target=\"_blank\">#\u200eYouCanBeAnything\u202c: Mattell to Hold Barbie Doll Exhibition Features a Display of Over 200 Barbie Dolls<\/a><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Mattel Asia has released\u00a0a new video for its Barbie brand \u201cPower of Play\u201d to showcase the importance and power of play and how\u00a0Barbie helps inspire young girls\u2019 imaginations. The video was launched in tandem of the brand\u2019s You Can Be Anything brand campaign. Many studies indicate that parents in Asia see imaginative play as distracting [&hellip;]<\/p>\n","protected":false},"author":16,"featured_media":32349,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"spay_email":"","footnotes":"","jetpack_publicize_message":"","jetpack_is_tweetstorm":false,"jetpack_publicize_feature_enabled":true},"categories":[19,49],"tags":[4073,4074,4070,4071,4072],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v17.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Barbie New Ad Campaign &quot;Power of Play&quot; Is About Importance of Playtime | Pamper.My<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.pamper.my\/news\/lifestyle\/love-society\/ad-campaign-power-of-play-is-about-importance-of-playtime\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Barbie New Ad Campaign &quot;Power of Play&quot; Is About Importance of Playtime | Pamper.My\" \/>\n<meta property=\"og:description\" content=\"Mattel Asia has released\u00a0a new video for its Barbie brand \u201cPower of Play\u201d to showcase the importance and power of play and how\u00a0Barbie helps inspire young girls\u2019 imaginations. The video was launched in tandem of the brand\u2019s You Can Be Anything brand campaign. Many studies indicate that parents in Asia see imaginative play as distracting [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.pamper.my\/news\/lifestyle\/love-society\/ad-campaign-power-of-play-is-about-importance-of-playtime\/\" \/>\n<meta property=\"og:site_name\" content=\"Pamper.My\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Pamper.My\" \/>\n<meta property=\"article:author\" content=\"https:\/\/www.facebook.com\/jeannkhoo\/\" \/>\n<meta property=\"article:published_time\" content=\"2016-11-02T03:00:50+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2016-11-01T09:33:44+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.pamper.my\/news\/wp-content\/uploads\/2016\/11\/02-Video-Thumbnail.png\" \/>\n\t<meta property=\"og:image:width\" content=\"800\" \/>\n\t<meta property=\"og:image:height\" content=\"448\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Jean Khoo\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.pamper.my\/news\/#organization\",\"name\":\"Pamper.My\",\"url\":\"https:\/\/www.pamper.my\/news\/\",\"sameAs\":[\"https:\/\/www.facebook.com\/Pamper.My\",\"https:\/\/instagram.com\/pamper.my\",\"http:\/\/www.youtube.com\/c\/PamperMyMalaysia\",\"https:\/\/twitter.com\/PamperMalaysia\"],\"logo\":{\"@type\":\"ImageObject\",\"@id\":\"https:\/\/www.pamper.my\/news\/#logo\",\"inLanguage\":\"en-US\",\"url\":\"http:\/\/media.pamper.my\/2022\/06\/Pamper.My-Logo-new.png\",\"contentUrl\":\"http:\/\/media.pamper.my\/2022\/06\/Pamper.My-Logo-new.png\",\"width\":555,\"height\":145,\"caption\":\"Pamper.My\"},\"image\":{\"@id\":\"https:\/\/www.pamper.my\/news\/#logo\"}},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.pamper.my\/news\/#website\",\"url\":\"https:\/\/www.pamper.my\/news\/\",\"name\":\"Pamper.My\",\"description\":\"Malaysia\\u2019s leading destination for beauty, fashion, wellness and lifestyle inspiration.\",\"publisher\":{\"@id\":\"https:\/\/www.pamper.my\/news\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.pamper.my\/news\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"ImageObject\",\"@id\":\"https:\/\/www.pamper.my\/news\/lifestyle\/love-society\/ad-campaign-power-of-play-is-about-importance-of-playtime\/#primaryimage\",\"inLanguage\":\"en-US\",\"url\":\"https:\/\/www.pamper.my\/news\/wp-content\/uploads\/2016\/11\/02-Video-Thumbnail.png\",\"contentUrl\":\"https:\/\/www.pamper.my\/news\/wp-content\/uploads\/2016\/11\/02-Video-Thumbnail.png\",\"width\":800,\"height\":448},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.pamper.my\/news\/lifestyle\/love-society\/ad-campaign-power-of-play-is-about-importance-of-playtime\/#webpage\",\"url\":\"https:\/\/www.pamper.my\/news\/lifestyle\/love-society\/ad-campaign-power-of-play-is-about-importance-of-playtime\/\",\"name\":\"Barbie New Ad Campaign \\\"Power of Play\\\" Is About Importance of Playtime | Pamper.My\",\"isPartOf\":{\"@id\":\"https:\/\/www.pamper.my\/news\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.pamper.my\/news\/lifestyle\/love-society\/ad-campaign-power-of-play-is-about-importance-of-playtime\/#primaryimage\"},\"datePublished\":\"2016-11-02T03:00:50+00:00\",\"dateModified\":\"2016-11-01T09:33:44+00:00\",\"breadcrumb\":{\"@id\":\"https:\/\/www.pamper.my\/news\/lifestyle\/love-society\/ad-campaign-power-of-play-is-about-importance-of-playtime\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.pamper.my\/news\/lifestyle\/love-society\/ad-campaign-power-of-play-is-about-importance-of-playtime\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.pamper.my\/news\/lifestyle\/love-society\/ad-campaign-power-of-play-is-about-importance-of-playtime\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.pamper.my\/news\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Barbie New Ad Campaign &#8220;Power of Play&#8221; 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