Barbie Gets a Modeling Gig -- for Target Swimsuits

Doll's New Bod Shows Off Retailer's Swimwear

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Barbie's new body has helped her land a modeling gig. Target is using the Mattel-owned dolls to help push its swimsuits as part of its ongoing "Target Loves Every Body" effort, which targets all body types.

Barbie is a fit for that strategy because the brand recently debuted in a range of skin tones and shapes, including curvy, petite and tall. Opting for models, no matter how small, in a diverse assortment of body types will help Target customers shake off body insecurities, according to a recent blog post from the retailer. As part of the bigger campaign, by Mother New York, Target will encourage consumers to use the "#NOFOMO" hashtag, which is "all about shaking off body insecurities and not letting anything get in the way of having fun in our swimsuits," the retailer said in the blog post.

Photo credit: BarbieĀ® via Target

This story also appeared in Ad Age's lowdown.

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Mar 02, 2016
Mother New York
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