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Mattel readies Barbie I Can Be Academy promotion

Toy company Mattel will conduct a promotion for its Barbie brand this month called the "I Can Be Academy." Beginning on March 20, a special event will take place at the Bata Shoe Museum in Toronto. The event will include six installations that will invite girls to sample lifestyles such as a surfer, a veterinarian, a racing driver, a rock star and a ballerina. The campaign also includes national retail events at various Walmart, Sears, Zellers and Toys R Us during March. The initiative was developed by Spider Marketing Solutions of Toronto. Public relations are being conducted by GCI. "We want to encourage girls to play out dreams and ambitions by allowing them to experience a variety of traditional and non-traditional roles," said Adriana Gut, brand manager at Mattel.  "Spider has created a compelling, interactive event that will resonate with our target audience."

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