Barney is more than a dinosaur. He stands for sharing, responsibility, and help. That is what Adair-Greene is envisioning. As part of a new print campaign for Barney and Lyrick Studios, the entertainment company that creates and distributes Barney products, the campaign invokes what Barney should represent to consumers.

Vice President, Marketing for Lyrick, Sue Beddingfield said, “It was time to launch a true brand image campaign for Barney to let our moms know what Barney stands for and the principles he teaches their children.”

Chris Steele, GM for Adair-Greene, said, “This campaign reminds parents why they should like Barney. Barney is teaching their children life’s lessons, consistent with what they as parents are teaching, while their children are having fun.”

The campaign, launched in April, will continue through the year. Four initial executions have been developed featuring skills that Barney emphasizes. The first, under the title “Sharing” features a boy holding a mud pie. The headline reads, “He spent all afternoon making the perfect mud pie. Now he’s offering you the first slice.” Tagline for the socially responsible campaign reads, “It’s not what they’re doing, it’s what they’re becoming.”