The advertising market has recently witnessed collaborations between famous toy brands and famous global sports brands. Among them, LEGO and Barbie – two giants in children’s toys have brought the spirit of sports into their entertainment products.
Background and collaboration between toy brands and sports brands
In the modern world, the concern for children is not only limited to “food and clothing” but also to the comprehensive development of all aspects of children. However, the reality shows that not all children are nurtured to develop fully both physically and mentally. According to a recent study by the LEGO Group, ⅓ of children worldwide only have 3 hours of playtime per week. Meanwhile, the World Health Organization also points out that only 1 in 5 children get enough physical activity to develop.
1/3 of children worldwide have only 3 hours of playtime per week
In another report, the US Centers for Disease Control and Prevention (CDC) recommends that children aged 6 to 17 should exercise at least 60 minutes a day. However, in reality, only 24% of children achieve that goal. Obviously, physical activity and play are inseparable from children’s development. But the “telling” numbers above are proving otherwise.
Realizing that, two famous global toy brands LEGO and Barbie have made a strategic move when they started to cooperate, shifting towards sporting events.
LEGO teams up with Nike to encourage kids to spend more time playing sports
As a long-standing advocate for children’s right to play, LEGO deeply understands the importance of Creative and physical activities for children’s development. This is evidenced by the collaboration between LEGO and Nike to launch new products expected in 2025.
LEGO and Nike Collaborate
Starting next year, LEGO and Nike will launch a range of products and experiences that combine the imaginative power of LEGO bricks with Nike’s “Just Do It” spirit, inviting children to play in sports. To mark the partnership, the brands have released a special digital animation that brings sports and play together, using iconic elements from both brands.
Alero Akuya – Vice President of Brand Development at LEGO Group shared: “At the LEGO Group, we believe in the power of play to inspire and develop the builders of tomorrow. By combining the creativity of LEGO play with the energy and passion of sports, we want to inspire new ways for children to play and create.”
Meanwhile, Cal Dowers – Vice President of Global Kids at Nike, said: “At Nike, we believe in the power of sport to move the world forward, and that starts with kids. We’re committed to creating a more accessible and inclusive future, inspiring kids of all ages and abilities to be more active.”
This partnership is expected to open up a better future for children – where they are inspired to have fun and empowered to be creative in their own way.
Barbie celebrates athletes who break barriers to encourage girls to continue playing sports and realize their own potential.
On the occasion of its 65th anniversary, Barbie – the world famous doll brand has honored 9 famous athletes with unique model dolls made exactly like them. From inspirational stories, Barbie wants to spread the message to show girls that anything is possible if you relentlessly pursue your passion.
Barbie Collection of Inspirational Stories from 9 Famous Female Athletes
In addition, a series of initiatives such as Barbie Dream Gap – where Barbie is committed to creating a level playing field for girls globally, in sports and beyond, so that girls can reach their full potential. The brand also partners with VOICEINSPORT – a digital sports platform to connect and inspire girls in sports. Or Barbie Role Models, which honors female athletes who deserve to be “role models”, spreading the Barbie sportsmanship spirit.
Barbie launches dolls that look exactly like 9 female athletes
“Barbie is delighted to continue the brand’s 65th anniversary celebrations by recognising the impact of sport in nurturing confidence, ambition and empowerment in the next generation”said Krista Berger, Senior Vice President of Barbie and Global Director of Dolls at Mattel.
Also in the series of events celebrating its 65th anniversary, the brand launched the 2024 Barbie Sports Doll line including basketball, boxing, tennis and volleyball athlete characters, equipped with sports uniforms and competition equipment. This move is as an encouragement that Barbie gives to the generation of girls to pursue their passion for sports and believe in their own abilities.
“Give Limitless Possibilities” Campaign
Not stopping there, Barbie also invested in a unique creative campaign to strengthen parents’ belief in their children’s potential. In the spirit of renewing the slogan “You Can Be Anything”, the campaign “Give Limitless Possibilities” was born to spread the message about playing with dolls for young children. With the help of global Advertising Agency 72andSunny, the campaign launched an emotional commercial.
Starting with the laughter of children, the film recreates the scene of children playing with Barbie dolls. The TVC also subtly incorporates the emotional sharing of adults for their children. Through this, Barbie brings to life the slogan “You Can Be Anything” towards humanity by honoring doll play in all its forms. The brand believes that the benefits of playing with dolls and giving Barbie gifts are limitless – when using the power of imagination to manifest dreams, build trust, tell endless stories, foster empathy and more.
Barbie Celebrates the Benefits of Doll Play Through Emotional Film
“We joke that the footage looks like found footage from a long time ago.” Berger – Senior Vice President of Barbie and Global Director of Dolls at Mattel shared: “These are truly natural moments that happen in families every day around the world, and Barbie becomes a big part of these moments.”
Barbie has been reminding girls of their limitless potential since 1959 and continues to empower girls to dream. Through this campaign, Barbie once again reaffirms her humane and profound values in always aiming for the comprehensive development of young children.
Lessons for toy brands actively collaborating with sports brands?
From the story of Barbie and LEGO, it can be seen that this is a new and calculated move of toy brands when “encroaching” on the field of sports. If LEGO is a brand that always supports children’s right to play and empowers children to develop their full potential, Barbie is not just a doll, Barbie is also a representative of unlimited possibilities, a precious gift that parents and adults want to give to children so that they are always inspired to make continuous efforts.
The brand always empowers children to be creative
Perhaps not just stopping at two brands producing toys for children, the new directions of Lego and Barbie show a broader vision of the brand for children:
Market expansion: Partnering with sports event products/brands helps LEGO and Barbie reach a new audience of sports enthusiasts, thereby contributing to expanding market share.
Create diversity for product lines: From sports materials, the brand creates new product lines that are more creative, more attractive and more imbued with the brand spirit.
Lessons for toy brands when collaborating with sports brands
Enhance brand image recognition and develop brand values: By collaborating with sports products, the brand also demonstrates the value of physical health, inspiring motivation to move forward and assert oneself. These are the values that win the sympathy and trust of users.
Cross marketing strategy: Lego and Barbie can use sporting events to promote their products, and vice versa, sports brands also benefit when appearing with famous toy products. The collaboration will create an impression, create a buzz and especially stimulate curiosity from consumers.
Inspire and increase the educational factor: With the target audience being children and parents, the cooperation between the two parties encourages children to participate in physical activities, understand more about sports and many other intangible values.
Conclusion:
LEGO and Barbie are probably just two prominent names in the race – where toys combine creativity with sports activities. And the list of brands developing in this direction will certainly continue to grow because its potential is extremely open. Brands that produce children’s toys can pay attention to this new development direction. More than increasing Sales or spreading brand image, the most important thing is the humane and good values that are passed on to children, so that they can develop comprehensively both physically and mentally.
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