Tour launch with Laurie Hernandez as a centerpiece activation
The national tour brought a traveling, pop-up experience to Walmart stores across the country, inviting families to explore Barbie’s message that girls can pursue any dream or career. Stops included major markets such as Dallas, Houston, Chicago, Miami, and Los Angeles, allowing the program to reach tens of thousands of families through free weekend events.
Results
The first year of the Barbie “Be Anything” Tour successfully brought an immersive brand experience to 34 Walmart locations nationwide, engaging thousands of families through interactive play zones, role-model storytelling, and collectible product launches like the Laurie Hernandez Barbie doll. The tour generated strong shopper engagement, social sharing, and toy-aisle excitement while celebrating Barbie’s 60th anniversary and reinforcing Walmart as the key retail destination for the brand.