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Mattel
(1959-1960)
This wasn't your run-of-the-mill toy slogan. It was a product description that revolutionized dolls forever. Ruth Handler labeled Barbie a "Teenage Fashion Model" when toy stores sold only baby dolls. The phrase positioned play as career rehearsal, not maternal practice. Industry experts predicted failure. Girls bought 350,000 Barbies in year one. The rest is history.
(1961-1963)
The slogan made fashion Barbie's superpower. "Always dressed right," promised girls, social confidence through perfect outfits. Barbie's Dreamhouse launched during this era. A time before women could not open bank accounts. The message said appearance mattered, but independence mattered more.
(1984-1986)
Girls sang this jingle in TV commercials while career Barbies conquered boardrooms. The slogan shifted from "look good" to "achieve anything." Day-to-Night Barbie embodied the message—executive by day, socialite by night. But the game still limited girls to traditionally female careers. The words promised everything, and the dolls delivered less.
(1987-1992)
This slogan celebrated individual choice as America embraced personal freedom. "Be who you wanna be" meant to reject conformity and embrace authenticity. Girls could define themselves. Then Teen Talk Barbie said "Math class is tough" in 1992. The slogan preached empowerment, while the doll reinforced stereotypes.
(1993-2014)
Two decades, one adaptable slogan. "Anything is possible" survived criticism and competition because it promised without specifics. Barbie ran for president every election year, and this slogan made political ambition believable. The campaign was used to promote the Totally Hair Barbie, which would go on to become a best-seller. The phrase worked because it meant everything and nothing.
(2015-Present)
Declining sales demanded change. "You can be anything" replaced vague possibility with direct command. The "Imagine the Possibilities" campaign showed real girls as professors and coaches, then revealed they'd been playing with Barbies. Project Dawn introduced diverse body types. The slogan finally matched the product. Girls could finally become anyone.
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