The challenge: Release a Barbie Tribute Collection doll in honor of Laverne Cox in a way that celebrates the trans community while inspiring understanding and acceptance of transgender people

The problem behind the challenge: With gender identity continuing to be politicized in the United States, trans kids are being attacked and gender identity is still greatly misunderstood.

The insight: Playing with dolls can transform make-believe into true empathy and compassion.

The vision: GET children WHO want to believe that they can be anything TO grow in their confidence and compassion BY highlighting the importance of inclusion and acceptance at every age, showing children the power of expressing themselves freely through the Laverne Cox Barbie Tribute Collection doll.

Results: 7B+ earned media impressions in first month of launch. 55.6% increase in Barbie brand value in the US YoY.*