Shanghai Oriental Pearl Tower "Dressed Up" in Debut Pink for Barbie's YCBA Grand Launch

SHANGHAI, March 23, 2017 /PRNewswire/ -- The world's leading toymaker Mattel, Inc. made a symbolic activity for its house toy brand Barbie by lighting up Shanghai Oriental Pearl Tower, the city's most iconic architecture, on the evening of 16 March. This activity has sent a strong message that Barbie has formally carried out its "You Can Be Anything" (as "YCBA") branding campaign to China, which was firstly unveiled in 2016. Peter Broegger, Managing Director of Mattel Asia-Pacific, attended the event along with other top executives. Other VIP guests include a senior executive from Amazon China, a strategic partner for Mattel, as well as Ms. Guan Xiaotong, an uprising Chinese young actress with a popular public nickname called "National Daughter ". Joined by hundreds of kids and their parents on-site, Barbie "turned" the Tower into the iconic "Barbie Pink". 

The event represents the Chinese version of Mattel's Global new brand campaign for Barbie, a classic brand under Mattel. Mr. Peter Broegger says that the YCBA campaign aims to encourage all girls in China to explore possibilities, pursue their dreams and ultimately cheer for their choices. "We want girls to know that by playing with Barbie, they can achieve any dream. This is the essence of YCBA."

As the world's largest toy company, Mattel Barbie has always been committed to innovation, helping children to enjoy play, dream their dreams and grow up healthily.

According to Mr. Peter Broegger, the Barbie YCBA career series has already been launched in the Chinese market.