Corporate Responsibility and Brand Evolution: Hasbro’s Pivot of the Barbie Brand to Modern Times
Abstract
This case study explores Hasbro’s corporate responsibility initiatives and the successful transformation of the iconic Barbie brand to align with contemporary values. Hasbro recognized the need to modernize Barbie to reflect inclusivity, diversity, and empowerment. Leveraging data-driven insights, the company executed a strategic pivot, introducing diverse body types, skin tones, and hairstyles to the Barbie Fashionistas line. Hasbro’s “Shero” program showcased influential women, and the “Dream Gap Project” aimed to address early developmental barriers. Through these initiatives, Hasbro demonstrated its commitment to corporate responsibility, driving positive change and market success.
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