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Toy giant Mattel has unveiled a new marketing initiative for its Barbie doll range, kicking off with 30-second TV spots this week. The ads run until the end of August and between October 11 and 31 on ITV, GMTV, Nickelodeon and Cartoon Network. An outdoor campaign will follow in October. The campaign seeks to position Barbie as a complete lifestyle brand under the ’Be Anything’ campaign message. Mattel is spending in excess of pounds 1m on the campaign, with creative work by Ogilvy & Mather and media bought by MindShare.