Buying and Selling Platform CarBravo Resells Barbie ‘Dream Cars’

Icons have a way of hanging around and staying relevant. True to form, Barbie continues to paint our world pink as her mania lives on everywhere - even consumer-to-consumer resale sites and social marketplaces where prices for used Mattel 'Barbie Dream' toy cars have skyrocketed since last July. In many cases, these pre-owned toy cars are being listed for inflated and less-than-dreamy prices - over $100 and far more - in an attempt to cash in on all things Barbie.

To make these high-demand treasures once again attainable, General Motors’ CarBravo, with support from its agency partner MRM Detroit, created its own inventory of 120+ used Barbie Dream toy cars and is making them available on the brand’s own unique commerce platform. By doing so, CarBravo has tapped into the pop-cultural zeitgeist to underscore the brand and retailer’s promise to always deliver vehicles at a fair price - whether it’s for a real life-size car, or even a doll-sized, pink toy one.

To bring this all to life, the CarBravo team executed a full photo shoot and positioned each of the used Barbie Dream toy cars, trucks and SUVs just like any other vehicle on its site to get them ready for their listings here. While shopping for Dream toy cars, consumers will also be invited to check out CarBravo’s real, life-size dream cars, too while they browse.

In all, whether it’s a vintage Barbie Dream car on your shelf or a pre-owned SUV in your garage, CarBravo ultimately wants its consumers getting a fair price while feeling the 'Usedphoria,' the brand’s creative platform and branding. Icons live on, especially pink ones.

Steve Wineman, advertising and marketing manager, CarBravo said, “When people experience CarBravo, we want them to smile, feel the Usedphoria, and get what they want at a fair price and that goes for buying a Barbie dream car or a real car. That’s what makes us different.”

Jeff Cruz, chief creative officer, MRM Detroit said, “The team really hustled to bring an idea to life that is simple, fun, bold, and clearly resides at the intersection of culture and business.”