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Unapologetic publicity

February 13, 2014


While retailers are reconsidering standard body image and trying to bring it closer to average female, Mattel and Sports Illustrated are striking back. Barbie, who has been scorned for both, her unrealistic looks and career choices, will appear on the Sports Illustrated Swimsuit’s 50th anniversary issue alongside supermodels as part of a campaign called unapologetic.

Despite her top toy brand status with estimated $1.3 billion in sales, the 55 year old Barbie has had declining sales lately. A big question remains, if the unapologetic campaign will boost her image as many consider The Sports Illustrated swimsuit issue one step away from dirty magazines. It is no surprise the campaign already caused uproar on social media. If there is such thing as a bad publicity, the numbers will tell soon.


From → Hic Salta

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