Barbie’s gone electric! The doll’s life-size EV is marketing Mattel’s sustainability
I’m a Barbie girl in an… EV world?
Story byIoanna Lykiardopoulou
Ioanna is a writer at TNW. She covers the full spectrum of the European tech ecosystem, with a particular interest in startups, sustainabili(show all)Ioanna is a writer at TNW. She covers the full spectrum of the European tech ecosystem, with a particular interest in startups, sustainability, green tech, AI, and EU policy. With a background in the humanities, she has a soft spot for social impact-enabling technologies.
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Come on Barbie let’s go… electric?
Sure, we can assume that parents who visited the Auto Show got inspired by the Barbie Car’s glamorous and sustainable style and decided to buy its toy equivalent for their children.
But I suspect Mattel’s marketing strategy goes further than that.
In August, the companyupdateditsEnvironmental, Social, and Governance (ESG) strategy. According to the new goals, Mattel plans to reduce greenhouse emissions by 50% and achieve zero manufacturing waste by 2030. Of course, this involves all of its sub-brands, including… Barbie.
So what better way to demonstrate Barbie’s transition to sustainability than with a specially made EV, featuring among the vehicles of the future?
I mean, automakers can make use of pop culture to promote their products. And in turn, pop culture canuse an industry under transformation to promote its own.
