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Brand Story We Love: Lammily

Earlier this year, researcher and illustrator Nickolay Lamm asked himself: “What would Barbie look like reimagined as an average woman?”

His answer went viral.

From that, Lamm created “Lammily,” a doll based on the measurements of the average 19 year old, according to the Center for Disease Control. The goal is to reshape how girls see their bodies.

A kickstarter campaign raised more than the $95,000 needed to go into production in just one day.

Why we love it:

  • Lammily shares DNA with the average American teenage girl and has been co-created with and by the American public.
  • She is the product of listening to an evolving market, and every good storyteller is an even better listener
  • As characters, both Lamm and Lammily are unassuming disruptors, willing to challenge cultural touchstones to make us better
  • Lammily is Everygirl
  • Lam understands that the brand isn’t the hero. The consumer is. And so is the community that its supporters aspire to be part of
  • Lamm built in an additional media hook by launching his kickstarter campaign right around International Women’s Day during Women’s History Month

We could go on and on. And we will when we connect with him in an upcoming podcast.

Because we think Lamm is quite brilliant.

You do too. Probably.

He was the mastermind behind some of the biggest viral illustrations in the last while, including What do Cats See, What if you could see Inequality?, and What we may look like in 100000 years.

Lammily may not have even hit the market yet, but she’s got us cheering for her. And her maker. They both believe “Average is Beautiful.” That’s the slogan. And that’s just one of many things that has made Lammily a Brand Story we Love.

Susan McLennan

Susan McLennan

Founder at ReImaginePR
Susan McLennan helps brands become better storytellers both through the media and through direct and digital communications. She is an award-winning communicator with a background in television production who has secured media coverage through some of the top media outlets in the world and created content that has won hearts and changed minds locally, nationally and internationally.
Susan McLennan

@SusanMcLennan