In 2013, the Barbie website was looking dated and unorganized. Flash was widely used and needed to be retired. Mobile had not been considered. Our goals for the new site were to simplify navigation, design for mobile, establish a fresh visual identity to unify the brand, and provide new features that would surprise and delight the fan base. Among the new features was a Unity-based 3D avatar experience allowing girls to style and accessorize their own virtual doll.


Design Direction & UX

Barbie is a collection of product lines. There are multiple brand teams and style guides. Creating a universal look for online that accommodated all product lines and age groups was a bold challenge. Our visual solution successfully unified the brand online and was endorsed across teams.


We replaced the out of date 2D avatar with a Unity-based 3D avatar builder that allows girls to use their earned virtual currency to purchase fashions and assessories and create unique looks to share with other girls.



Our goals with this activity was to drive retail sales of the Barbie Dreamhouse by introducing an online experience that invites girls to create and share their own virtual dreamhouse creations. Game assets were derived from actual toy photography to remain faithful to the retail product.

Social Media

Barbie's social media needed to connect with collectors and moms, as well as a range of girls. Several channels were actively maintained to cover all audiences.