It’s one of the largest retail activations by a toy brand, and our biggest-ever investment in retail. You can go and see the movie in a Primark T-shirt emblazoned with the movie’s name – something it would be hard to do with any other blockbuster this summer.Īs the Greta Gerwig film finally opens, I’m excited that the full extent of how much we’ve painted the town pink will be revealed. Our trusted toy retailers are seeing people looking for the dolls, indeed any toys, inspired from the movie. The Zara Barbie collection dropped on 17 July and items like the pink gingham movie-inspired dress have already sold out. Our trusted retail partners have, for decades, shared our belief in Barbie’s purpose – to allow children to take an 11-inch doll out of her box and dream big.Īnd now it’s retailers again who are helping us pull off this incredible omnichannel Barbie takeover, quite literally from A to Z – Amazon to Zara. I could list the visionaries and the hundreds of people working hard behind the scenes from Mattel and Warner Bros., but the true heroes for me in Barbie’s success story are the retailers. How have we turned Barbie’s fortunes around and how has this moment come to be? It’s a coming together of fans past and present in a celebration of almost 65 years of Ruth Handler’s creation – and an opportunity to redefine what Barbie means for future generations. Two decades on, Barbie has never been as relevant or popular as she is today – on the eve of the 21 July release of the Barbie movie.Īnd it is more than just a movie – we’re seeing a cultural moment. Sales of the iconic doll had peaked in the mid-nineties and begun a steep descent in the early noughties – around the time I joined Mattel India as managing director. When I joined Mattel 20 years ago this September, I could only have dreamed that one day I would see crowds dressed in hot pink clamouring to see an actress dressed as Barbie walking the pink carpet for the doll’s Hollywood debut.
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