Overview

The 40th anniversary campaign for "Licca", the Japanese Barbie doll. In the world of "Licca", women have long been considered as "good wives and wise mothers", which is a norm that people valued 40 years ago. In order for the brand to fit into a new generation, we created a story named, "Licca World Tour". The story was told via Licca's personal blog updated in real time as she visited new cites. A new product line-up was released coinciding with her journey, such as a limited edition Licca doll wearing fashion items based on the location. The campaign worked well, along with developing products and the store fronts (we supervised the product design). The entire journey of 11 cites in 9 countries was then edited into a photo journal which was published from Shogakukan at the end of the campaign.