WBD Launches Girls’ Empowerment Initiative Ahead of Barbie Release

Warner Bros. Discovery (WBD) has launched a global girls’ empowerment initiative benefiting Save the Children in connection with Warner Bros. Pictures’ upcoming movie Barbie.

The initiative will help girls around the world receive the learning resources and support they need to reach their full potential. Mattel, owner of the Barbie brand, has partnered with Save the Children for nearly two decades and is working on the new campaign with WBD.

The campaign launched on WBD’s linear, digital and social platforms. It includes an in-show integration on HGTV’s Barbie Dreamhouse Challenge, consumer activations through brand partnerships and a Charity Buzz auction that features tickets to the Los Angeles and London premieres of Barbie, among other items.

In addition, stars of Barbie such as Margot Robbie, America Ferrera, Kate McKinnon, Simu Liu and Will Ferrell filmed a text-to-donate PSA that encourage viewers to text “Barbie” to 707070 and join WBD in supporting the work of Save the Children. The PSAs are airing on WBD platforms globally, from sports and streaming to cable and broadcast.

The empowerment initiative is led by WBD’s Social Impact Solutions team, which is dedicated to global cause marketing campaigns engaging viewers, advertising and business partners to move the needle on key social issues. By leveraging WBD’s brands, franchises and global platforms in partnership with NGOs and charities, the team helps provide critical resources and needs to communities around the world.

“Warner Bros. Discovery is a long-standing supporter of Save the Children, so we are tickled pink to tap into the movie Barbie to inspire and nurture the limitless potential in young girls around the world,” said Louise Soper, senior VP of global brand partnerships for Warner Bros. Pictures. “From astronaut, journalist, entrepreneur and now movie star, Barbie’s over 250 inspirational careers remind us that you can be whatever you want to be and give back to your community too.”

“Save the Children was established by a woman who believed she could accomplish things others didn’t believe were possible,” said Luciana Bonifacio, Save the Children’s chief development officer. “That legacy still guides us today as we work to see girls everywhere embrace their potential. This is why we are excited to partner with Warner Bros. Discovery, Mattel and the movie Barbie to provide girls in the U.S. and around the world access to education and resources, encouraging them to believe in their own potential and achieve their dreams.”

“As the original girl empowerment brand, we couldn’t be more proud to join Warner Bros. Discovery and the movie Barbie during this exciting moment in Barbie’s history to support Save the Children,” said Lisa McKnight, executive VP and global head of Barbie and Dolls at Mattel. “Barbie launched the Dream Gap Project with a global effort to level the playing field for girls, which cannot be done alone. Together, Mattel and Warner Bros. Discovery are partnering with Save the Children to further our shared mission of helping girls reach their full potential.”