Barbie Dolls to Promote Singapore

Singapore, marketing, STB

Already in the past, Barbie Dolls have already been dressed in Singapore Airlines uniforms (photo:

Barbie dolls are the latest tool used by Singapore Tourism Board to promote the destination. The marketing partnership covers three areas, including a showcase of 60 Barbie dolls dressed by 18 local creatives and design brands.

The Singapore Tourism Board (STB) teams up with the iconic Barbie to profile home-grown talents, and share how these talents bring their respective brand campaigns – Passion Made Possible and You Can Be Anything – to life through their inspirational stories.

The marketing partnership covers three areas: a showcase of 60 Barbie dolls in customised outfits created by 18 local creatives and design brands; a brand video; and a social media contest. The collaboration, which is part of Barbie’s 60th anniversary celebrations, is the first between both brands in Singapore.

Ms Lim Shoo Ling, STB Brand Director, said: “We strongly believe in supporting home-grown talents and celebrating their stories in various ways. Similarly, Barbie focuses on empowering girls and women, and inspiring them to dream big. Barbie’s 60th anniversary provides us an opportunity to collaborate and tell some great Singaporean stories of passion made possible, as well as showcase the breadth and depth of our retail and design scenes.”

Mr Ivan Franco, Country Manager, Mattel South Asia, said: “As part of Barbie’s 60th anniversary celebration in Singapore, we are pleased to partner Singapore Tourism Board to empower the next generation of young girls on their pursuit of their dreams, where they can be anything. We want to continue the legacy of Barbie by working with home-grown talents, to inspire the young girls to go forth to experience their dream career.”

The Barbie doll showcase made ts debut at the Street Superior Festival (SSF), held from 2nd to 3rd November at *SCAPE, #02-14. The festival is Singapore’s premier street culture convention, bringing together international streetwear and sneakers, music, digital and street artists and enthusiasts.

The showcase features the original works of 18 local creatives and design brands, hailing from a range of design disciplines, including illustration, embroidery, and fashion design. Among them are fashion designer and stylist Josiah Chua, and lifestyle brand Onlewo, as well as Jian Yang, whose collection of some 12,000 Barbie dolls ranks among the world’s largest.

The artists and designers were set a challenge – to push the boundaries of their creativity and customise outfits for Barbie dolls inspired by Singapore culture, street culture or other unique ideas.  For example, Josiah Chua turned to flowers and spices commonly found in local cuisine, using turmeric, roselle and butterfly pea flowers to dye fabric and create miniature gowns for two dolls. His creations pay tribute to Singapore’s reputation as a City in a Garden, as well as the country’s diverse food culture. Onlewo created Peranakan-inspired outfits for three dolls, using their signature prints and patterns. The showcase opened on November 2nd with the public able to visit the showcase until the end of November.

Since 1959, Barbie’s purpose has been to inspire the limitless potential in every girl. Through generations, Barbie has been depicted as a role model and showed girls that they can be anything. This year, Barbie continues to be brought to life through a fun, entertaining and inspiring video launched today.

The video features three young girls, aged 8 to 11, dreaming of a career in baking, fashion or with animals. Each girl is paired with a talented woman in her dream career, namely Plain Vanilla Bakery founder Vanessa Kenchington, YeoMama Batik co-founder Desleen Yeo, and Singapore Zoo’s first female elephant keeper Nursyafiqah Mohamed Yusof.

In the video, the girls shadow these women at work, and learn how they discovered and pursued their passions. Given the chance to experience their dream career, the girls are thus empowered and inspired to dream big and explore their passions. More information on the video is available at

Finally, STB and Barbie organises a social media contest from 1st November to 15th December 2019. Barbie is visiting six tourist attractions around Singapore, and participants are invited to guess the location and state why they would love to visit it. Participants stand to win Barbie hampers and Merli plushies.