The three-month campaign is designed to build credibility among the brand's target market of ten- to 12-year-old girls and position the dolls as the ultimate fashion icon in preparation for the Christmas spending rush. The dolls launched earlier this summer.
Mattel has briefed mobile marketing firm Aerodeon to devise the interactive part of the campaign, which invites girls to vote by text or online for their favourite female celebrity. In return they receive a free Diva ringtone and the chance to win a holiday.
Press activity breaks early next month in girls' magazines with TV advertising following in September.
Mattel's lead agency Ogilvy & Mather created the campaign, with media handled by MindShare.
The 12-inch fashion dolls come in four 'characters'. The models can talk, and their lips light up.
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