Ahead of ‘Barbie,’ WBD and Mattel Launch Girls’ Empowerment Initiative With Save the Children (EXCLUSIVE)
variety.comSelome Hailu Ahead of the July 21 release of “Barbie,” Warner Bros. Discovery and Mattel have partnered with humanitarian organization Save the Children to launch a girls’ empowerment initiative. “Barbie” stars Margot Robbie, America Ferrera, Kate McKinnon, Simu Liu and Will Ferrell appear in a text-to-donate PSA that will air across WBD’s linear, digital and social platforms to raise money for Save the Children, which is working to connect girls around the world to educational resources.
Additionally, there will be an in-show integration on HGTV’s “Barbie Dreamhouse Challenge” as well as consumer activations through different brand partnerships and a charity auction that features tickets to the Los Angeles and London premieres of the movie.
The PSAs bolster Mattel’s decades-long work with Save the Children, including the Barbie Dream Gap Project. They begin airing on Friday.
In the U.S., donations will support Save the Children’s early education, summer and after school programming. Internationally, they will go towards Save the Children’s services across education, health, justice and child protection sectors.
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