Client: Mattel
Mattel’s Fashionistas line is the most diverse doll range in the world and has long championed diversity in playtime. Over the past nine years, the line has evolved to be more reflective of the world girls see around them by introducing more than 175+ new looks, designed to inspire girls to tell more stories and find a doll that speaks to them. In 2026, the brand continued its commitment to expanding what inclusion looks like in the toy aisle with the introduction of the first Autistic Barbie. Mattel’s objective with the campaign was to launch the doll with consumers, creating cultural conversation in an authentic and impactful way that was led by the purpose of ensuring families and children with autism all over the UK felt empowered, seen and were able to play with a doll that was just like them. VCCP Roar Broadcast and VCCP Roar were briefed to support Mattel on this milestone launch and spread consumer awareness of the campaign, creating real change. The result - we achieved blanket coverage across the world for children with autism. Through a meticulously planned media strategy, we landed 898 pieces of organic coverage across broadcast, print, online and social pages that reached over 2.41 billion people globally. This coverage includes 125 broadcast segments on the likes of CNN International, BBC News, BBC World News, Sky News, BBC One News, Reuters News, LBC News, BBC Radio 2, BBC Radio 4 and the entire BBC local radio network across the UK.
