The first Barbie TV commercial was broadcast on the ABC network on March 9, 1959, during the ‘Mickey Mouse Club show. It marked a pioneering moment for Mattel and the toy industry, as it was among the first instances of a toy company directly advertising to children rather than their parents. The commercial introduced 'Barbie,' as Barbara Millicent Roberts, hailing from the fictional town of Willows, Wisconsin. This doll represented a new concept in play for girls, who, until then, only played with paper and baby dolls, implying nurturing roles and now emphasized fashion, role-play, inspiration, and aspiration.