Tourism Malaysia has tied up with Barbie to promote travel destinations in the country through a social media contest by Barbie encouraging Malaysians to bring their Barbie dolls to travel destinations, makan places or to the KL Tower. To participate, travellers can take photos of themselves at various destinations within Malaysia with their Barbie doll using the campaign tagline #BarbieCutiCutiMalaysia.
The collaboration also sees the KL Tower being lighted up in pink until 31 March, as part of Barbie’s 60th Anniversary celebration in Malaysia. Besides Malaysia, Barbie has also illuminated other iconic landmarks in Southeast Asia in pink, including Singapore’s Singapore Flyer, Indonesia’s Museum Fatahillah, Philippines’ Manila City Hall and Thailand’s Emquartier.
Additionally, Barbie also rolled out its 60th Anniversary Signature Doll, Career Dolls and Travel Range to showcase more role models in the fields of entrepreneurship, science, culinary arts, fashion and beauty. This comes as Barbie continues with its multi-year campaign “You Can Be Anything” to inspire the limitless potential in every girl.
Ivan Franco, country manager, Mattel Southeast Asia, said that through its global platform, Barbie is igniting a movement to further establish it as the ultimate girl empowerment brand.
“ The celebration of Barbie’s 60th Anniversary is a timely effort as we build up towards our own landmark campaign, Visit Malaysia 2020. It is the perfect platform to promote Malaysia and the Visit Malaysia 2020 campaign in Malaysia, regionally and globally,” En. Zulkifly Md. Said, deputy director general (planning), Tourism Malaysia, said.
Besides its latest partnership with Tourism Malaysia, Barbie also showed its eagerness to empower young Malaysian girls through a previous collaboration with Malaysian entrepreneur Vivy Yusof’s dUCk Scarves. Both parties created two Barbie doll-sized scarves to enable girls to style their dolls with creativity and imagination. A short video featuring Vivy’s career and her advice for young girls in Malaysia on how to be a successful entrepreneur was also launched last November as part of the tie-up.