Equal parts weird and brilliant, the BarbieStyle Instagram.

Mattel has had a challenge keeping the iconic fashion doll relevant in today’s world of girls toys. Barbie’s sales have declined 16% in the past 3 years, and Mattel has seen a 7% sales slump during a period when toy sales increased 4% in the US last year. So how did they update the doll that’s done it all for today’s digital world? The weirdly compelling BarbieStyle Instagram account.

Racked.com has a great article covering the inspiration and creation of @Barbiestyle. It’s a really great story on how Mattel developed a unique marketing channel for a struggling product line, which now engages over 700,000 followers across the globe.

Take a look at some more photos from BarbieStyle below.