After the last year’s scandal with Greenpeace, Mattel is running a new global marketing campaign to promote its Barbie doll brand. The more than 50 years old brand encourages girls to ‘See What Happens When You Play with Barbie.’ The TV commercials are complemented by an augmented-reality online destination and apparel for girls.

The campaign premiered at the Lincoln Center, with the installation of Barbie’s 24-foot tall Dream Closet featuring jewel encrusted doors that lead into a two-story, 9,000 square-foot area on February 11.

The augmented reality technology ‘mirrors’ inside of the closet allowed users to “literally doll themselves up in Barbie’s most iconic outfits from the past five decades,” as the press release said. Live models strolled about in dresses from the Albright Fashion Library, a couture library that includes styles from Oscar de la Renta, Alexander McQueen, Gucci, Moschino, Chloe, and Burberry.

The TV spots created by Peterson Milla Hooks, Minneapolis are running in the United States, France, Brazil, Australia, Mexico, and Germany.

The new Barbie branded apparel line for girls is launching throughout 2012. It includes the ruffled pink skirt, necklace-embellished print tee-shirt and cropped denim jacket.

Additionally, a new online destination at BarbieWow.com transfers fans inside Barbie’s Dream Closet where they can explore a world of fashion, accessories and create real-life looks inspired by Barbie.

Furthermore, girls are invited to design, inspire and create with new Barbie products that will be introduced throughout the year.