Mattel, Inc.Experiential

Last Generation of Firsts

Empowering young girls to dream bigger than big. Barbie reminds us that we can be whoever we want to be.

Inspiring dreamers

Barbie has been inspiring young girls to dream big for generations. To celebrate the 60th anniversary of the iconic doll and everything she stands for, Mattel, R/GA and Thinkingbox worked together to create a vibrant and inspiring photo booth experience for young girls to explore the idea of breaking boundaries as “firsts."

The first of many

Children were led through a questionnaire on a tablet that helped them curate a list of possible “firsts” they could be photographed as, such as “The First Female President." We built apps for queue signups, photo capture and sharing and content control of the screens in the photo booth.


One part nostalgia and three parts inspiration, this surprising experience reminded young girls that they are limitless.


  • R/GA