Barbie EMEA Website

Barbie EMEA Website

The Challenge

Roll out a consistent and engaging online Barbie experience across multiple EMEA regions – each with their own languages, legislation, and go-live dates

The Idea

Automate the process. Oakwood developed a suite of tools to help Mattel streamline the localization of online content – from the exchange and approval of translation files to the supply of data driving each Flash-based website. Site activities included learning to dance, designing a magazine cover and even taking care of a pony.

The Result

The same content was localised and rolled out to a total of 21 markets across EMEA in 18 languages, with none of the "spreadsheet hell" previously associated with these projects. With content localized engagement was high, with over 3 million activities played.

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