Group Creative Director: Erica D. Green
Exec Producer: Lorraine Kraus
Sr Art Directors: Yen Nguyen, Erin Foote
Additional Designers: Andrew Wagenhals, Ingrid Pettersson

The year-long global celebration honored Barbie’s 65-year legacy by bringing together nostalgia, fashion, innovation, and culture into a single, cohesive moment. Rather than treating the anniversary as a series of standalone activations, the work was designed to reflect Barbie’s past, present, and future—creating continuity across experiences while allowing each to feel locally relevant and emotionally resonant.

In New York City, an immersive Barbie pop-up experience served as both fashion tribute and art installation, inviting visitors to engage with the brand as icon and inspiration. The space balanced reflection and imagination—honoring where Barbie had been while opening space for where she was headed.

To extend the message nationwide, the Be Anything Tour with Walmart brought empowerment and play directly to families across 36 U.S. locations. Launching in Bentonville, Arkansas with GRAMMY-nominated artist Kelsea Ballerini, the tour translated Barbie’s purpose into an accessible, community-centered experience rooted in confidence and creativity.

At the same time, Barbie Presented by Amazon pop-up stores opened in five major U.S. markets, reimagining Barbie’s world through Amazon’s evolving retail model and demonstrating how the brand could flex across platforms while maintaining a consistent voice and sense of wonder.

Globally, the celebration took on a symbolic dimension as landmarks—including the Empire State Building, TOKYO SKYTREE®, Toronto’s CN Tower, and Sydney’s Bondi Beach—were illuminated in pink, creating a shared visual language across cultures and time zones.

The anniversary culminated in a moment of imaginative hospitality, as Barbie became an Airbnb host for the first time, opening her iconic Malibu DreamHouse to fans. More than a novelty, the experience reflected Barbie’s enduring influence—inviting people not just to observe the brand, but to step inside it.

Together, these moments formed a unified global expression of Barbie’s legacy—one grounded in connection, imagination, and a long-held belief in possibility, carried forward with intention and care.