• Barbie Opens her Dream Closet in a New Global Brand Campaign

    New product introductions put Barbie and her fashion heritage center stage.
  • For more than 50 years Barbie has been the world’s most popular fashion doll, inspiring girls to ‘try on’ different roles and encouraging them to play out their dreams. This year, Barbie invites girls to play with fashion and dress up their imaginations with a new global brand campaign.

    The “See What Happens When You Play with Barbie” campaign celebrates the style icon and her role in delivering a never-ending array of fantasy-to-career outfits for girls to explore. “In Barbie’s world, role play often leads to real life. Barbie gives girls the opportunity to be anything they want to be from a princess to a president,” said Stephanie Cota, Senior Vice President, Global Barbie Marketing at Mattel. “The new global campaign celebrates the ‘wow’ girls experience when they play with Barbie. After all, the only thing bigger than Barbie’s world is a girl’s imagination.”

    Barbie Behind Pink Doors: A PINK-tastic Fashion Experience
    In the Philippines, Barbie opened her Pink Doors on April 26 at The Podium and unveiled a pink-tastic fashion experience for all the guests – from  stylish make-overs, a fashionable display of Barbie apparel, shoes and accessories at her Dream Closet for the young and the young at heart, and a display of Barbie doll collections.

    The Barbie Behind Pink Doors event transported fashionistas and fans in the area inside Barbie’s fantastical wardrobe complete with augmented reality technology “mirrors” that allow users to literally doll themselves up in Barbie’s most iconic, playful and glamorous outfits from the past five decades. Live models also “dressed the set” adorned in doll-lightful looks from the Barbie Fashion Collection of apparel, shoes, and accessories.

    BarbieWow.com: A Global Fashion Destination for Fans of All Ages
    BarbieWow.com opens its online doors as the brand’s first single, global digital destination. The pink portal will transport fans in more than 30 countries inside Barbie’s Dream Closet with unique brand integrations and new media channels of “sharing and trending” that will turn raiding Barbie’s wardrobe into real-time, globally-shared experiences.

    Once inside her Dream Closet, girls of all ages can explore a world of endless fashion, accessories and imaginative play. In partnership with top digital and style destinations Polyvore, Pinterest and Rent the Runway, girls can take inspiration from Barbie to create real-life looks and designs that are all their own. The site also features a section titled “Behind Pink Doors,” where top fashion influencers share stories behind meaningful pieces from their personal closet as an example of the transformative power of fashion.

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