Barbie is a timeless icon of culture, which has been the number one among girls' toys for years. The brand's recognition in Europe is 95%, it is available for sale in over 150 countries. Barbie has evolved with the changing fashion and world, but in 2016 it underwent a total metamorphosis. "You can be anything" campaign promoting the pursuit of your dreams has been an amazing success. As part of the campaign, full-length cinema films were also created with various versions of Barbie. The biggest breakthrough was the creation of dolls with more natural female shapes that reflect a fuller figure and greater variety.