In 2016 Barbie celebrates girls’ imagination, empowering them to dream big and believe in their dreams. Barbie will remind girls, mums and society that ‘Barbie is the only brand that allows girls to imagine themselves as a mermaid to a movie star, a fairy to a fashionista and a princess to a president’. The brand message comes to life later this year in a partnership with Dazed Media, the leading independent fashion and culture media brand, where Barbie spotlights creative young women shaping and shaking up their industries.
The Barbie brand strengthens its fashion DNA with a global partnership with luxury shoe and accessory designer Charlotte Olympia, launched in September 2016. The Barbie-inspired capsule collection comprises of shoes and clutch bags and is celebrated with a limited edition Charlotte Olympia doll, inspired by the brand’s Old Hollywood aesthetic. Founder and Creative Director of Charlotte Olympia, Charlotte Olympia Dellal says: “It was a fantastic opportunity to design and create a Charlotte Olympia aesthetic for one of the most iconic figures in the world.”
Launched earlier this year, Barbie has partnered with urban brand Hype to introduce the definitive sports-luxe clothing collection for the contemporary Barbie girl. Fusing Hype’s signature edge with Barbie’s iconic pink aesthetic, the adult’s apparel collection comprises an edit of effortlessly chic leisurewear. A Barbie X Hype capsule collection for girls aged 3-13 launched earlier in the year for a fun and stylish collection for kids.
Continuing the exciting roll-out of apparel partnerships, Barbie has also partnered with contemporary Italian fashion brand MGSM on an all-new Barbie by MSGM KIDS collection introducing a capsule edit of sporty pieces in bright colours, eclectic prints and the iconic Barbie logo branding for instant impact.
Previewed at Pitti Bimbo Trade Fair this year, the collection will launch across Europe in SS17.
The 2016 launch of new fairytale property Barbie Dreamtopia has seen tremendous success for the brand, introducing a brand new magical world created by Chelsea, Barbie’s six year old youngest sister for girls to explore.
The fantasy toy line has been the strongest performing segment for the brand so far this year which includes Barbie Rainbow Lights Mermaid Doll as the #1 non-assortment fashion doll YTD.*
Girls have been able to immerse themselves across a variety of platforms, with brand new long-form content airing in partnership with Tiny Pop this summer; content has been created by Snowball Studios (Disney Star Darlings), directed by Saul Blinkoff (Pooh’s Heffalump Movie), written by Kate Boutilier (Rugrats) with music created by Format Ent. (Pitch Perfect).
Girls can explore the world of Barbie Dreamtopia across a variety of digital platforms including Barbie.com/Dreamtopia and the Barbie Dreamtopia App, and will be able to enjoy CP apparel and accessory lines from 2017.
Barbie Dreamtopia has been supported with a number of PR campaigns this year including a SS16 celebrity endorsed campaign inviting mums to help write Barbie’s next fairytale in partnership with Netmums and led by Geri Horner (nee Halliwell), girls media partnerships and PR activation still to come, working with digital influencers.
Barbie continues to champion empowering entertainment themes when she becomes a space explorer on the mission to save the stars in the autumn DVD release Barbie Star Light Adventure. The release will be supported with an increased TV and marketing spend plus a multi-platform programme for entertainment property Barbie Star Light Adventure with the innovative Barbie Star Light Adventure Flying RC Hoverboard and the lead character dolls.
The line will be supported by an extensive marketing and retail programme and exciting, innovative PR activation will include experiential activity celebrating Barbie’s flying adventure and rich experiential digital content.