Mattel, Barbie 60th Anniversary.

‘Eight simultaneous launch events across the UK’

Backlash supported Barbie in celebrating her 60th Anniversary in style and inspire future female role models with the ‘You can be anything’ message.

We delivered eight simultaneous experiential activations at Smyths Toys stores across the UK including a hero, content generating installation at Smyths Toys flagship London store. This setup included a giant bespoke Barbie present that was ripped open to create content by toy influencers and then guests could dress up in their favourite career and have their photo taken inside the iconic Barbie box. We also delivered seven regional activations across the UK with scaled down in-store versions.

Project Tags


  • S

    Smyths Toys

    • M

      Mattel UK