When you first think of Barbie, you’re probably thinking about her killer wardrobe, unrealistic body and her role as the perfect trophy wife to her hubby, Ken. She’s basically the complete opposite of female empowerment. After years of being just recognized for looks, Mattel is finally promoting the brand by tapping into its original purpose.

In a world where girls are constantly being told they can’t, or that their appearance is more important than their intellect, it can be difficult to teach girls that they can grow up to be anything they want to be. Recently, the company released a new video encouraging girls everywhere to “Imagine The Possibilities.” This campaign is aiming to prove to girls that they have the opportunity and capability to achieve any goal they want in life. Their potential is limitless. Barbie’s new campaign is teaching young girls that women are far more than their looks. Women are intelligent human beings who can make a positive difference in anything they choose to pursue.

The video, which was shot using hidden cameras, asks viewers a simple question: “What happens when girls are free to imagine they can be anything?" The unscripted video follows five little girls as they fill the roles of grown-ups in the real world, portraying the roles of a college professor, soccer coach, veterinarian, entrepreneur, and museum tour guide. The reaction received from those in the video and viewers of the video are staggering. The video has already raked in over five million views on YouTube.

Barbie’s marketing strategies are aimed particularly towards girls and their millennial moms who grew up with the brand. With all the cultural changes the world faces day by day, feminism and gender equality are among the many issues society has become passionate about. Images of Barbie have bombarded the faces of moms everywhere, but the purpose of her creation is unknown to many.

Ruth Handler, the creator of Barbie, said, “My whole philosophy of Barbie was that, through the doll, the little girl could be anything she wanted to be. Barbie always represented the fact that a women has a choice.” Thinking back to the roots of the company, the idea of encouraging girls to “play” with their Barbies displayed the power that girls had to shape their dreams, particularly their career choices.

The Mattel marketing department is not the only thing changing. The company also plans to unveil 78 new dolls this year. With the intent of designing dolls with realistic bodies and featuring more diverse dolls including African-American, Asian and mixed-race features, similar to the Zendaya doll with symbolic dreadlocks. But that isn't all: Mattel is also featuring dolls with bendable ankles so she can wear more than just heels.

Their ad line, "When a girl plays with Barbie, she imagines everything she can become," promotes nothing but optimism for the future generations of girls everywhere. As a girl who grew up playing with Barbies and a proud feminist today, I am excited to see the brand transform by undergoing it's new mission. I only hope that girls everywhere realize their potential and self-worth. Their possibilities are truly endless.