Transmedia narratives and universes created by the toy industry for advertising purposes: The Barbie case

Abstract

This article examines the strategic evolution of the toy industry in the creation of transmedia narrative universes for advertising purposes, focusing the analysis on the paradigmatic case of Mattel's Barbie franchise. Through a qualitative and diachronic study, it explores how the brand has transcended traditional advertising to integrate its products into complex audiovisual narratives that expand its presence across multiple platforms. The study is theoretically based on concepts of transmedia narrative and commercial supersystems defined by authors such as Jenkins, Scolari, and Kinder. The research demonstrates that these productions not only act as drivers of consumption but also operate as vehicles for transmitting cultural values and behavioural models. The findings validate the hypothesis that Barbie's media ecosystem functions as a sophisticated tool for covert advertising, whose effectiveness lies in its emotional connection with child audiences. It also concludes that these narratives reflect the social context of each era, evolving from conservative views to discourses aligned with contemporary movements.