Barbie, the world's most famous children's doll and the first generation of virtual idols, has also experienced the iteration of upgrading the virtual image in the past few years.

Behind the upgrade is the trend of the whole toy industry from entity to digitalization. In the past four years, Barbie has turned this 60-year-old toy image into a real digital virtual idol in the hearts of the younger generation.

In the past few decades, Barbie has shaped the imagination of generations of beautiful and elegant women through blonde hair and devil figure.

However, with the rise of feminism, this product caters to men's imagination of the ultimate female charm, making Barbie a "typical" of physical anxiety, which has been mercilessly attacked by feminist groups and brought many negative comments to the brand at the social level.

The "deviation" between public opinion evaluation and brand values, and the loss of the image of "strong woman" are the opportunities for Barbie brand to be transformed urgently. Barbie's transformation into a virtual image has provided a brand-new communication channel for a new generation of consumers to understand the brand, and has become the landing point for Mattel Group to concentrate on exporting brand-new stories.

Barbie's content operation around avatar and brand story has become a part of brand entertainment assets. At present, Barbie has launched nearly 50 small games, such as dressing up, exploring tasks and puzzles.