LONDON, UK, 27th of September, 2019 – Mattel, Inc. (NASDAQ:MAT) today announced extensive licensing deals for the #1 fashion doll in the world, Barbie, across several European markets as she continues to inspire fashion and creative communities in her 60th year.
The impressive roll call of deals is topped by Sergio Tacchini, the internationally renowned brand that has been dressing the top tennis players for over 50 years, who has partnered with Barbie to create a tennis clothing range for women and girls. The collection was inspired by “Totally Hair” Barbie, featuring a tank-top and skirt for women, a girl’s outfit of T-shirt and skirt, a full range of tennis accessories, and a T-shirt to mark the anniversary.
In the UK, an exciting deal with popular high-street apparel company River Island, will see a fashion collaboration for younger and older girls. The nationwide range includes swimwear, pyjamas, t-shirts, leggings, hoodies and accessories, all featuring the iconic Barbie logo on striking designs. Whilst an adult fashion range with Primark continues in 2019, building on the success of the 2018 homeware and nightwear collection.
In France, an expansion of the current range with lingerie company Undiz, sees the collaboration increase from 7 product skus to 14, targeting girls aged 15-25 with the ‘Downtown Girls’ collection that will be available in 12 territories.
Elsewhere in Europe, Italy will see the celebrations for Barbie’s 60th anniversary continue this fall, as the brand secures a deal with high-end casual wear and sportswear producer and distributor, Original Marines by Filippo Larerza. Whilst other deals include a collaboration with Patrizia Pepe, which comes to life in fall 2019, and also with Goldenpoint who will launch a range of hosiery and legwear in 2020, encouraging consumers to create their own style and providing them with the perfect element to express their individual personality.
Lisa Weger, Regional Head of Consumer Products, Mattel said: “Since her debut in 1959, Barbie has become an international icon and muse. Now celebrating her 60th year, these new deals reflect how Barbie continues to be at the forefront of fashion and culture, constantly pushing new boundaries to give girls ways to allow them to show their individuality and celebrate their own style and creativity.”
Mattel is a leading global children’s entertainment company that specializes in design and production of quality toys and consumer products. We create innovative products and experiences that inspire, entertain and develop children through play. We engage consumers through our portfolio of iconic franchises, including Barbie®, Hot Wheels®, American Girl®, Fisher-Price®, Thomas & Friends® and MEGA®, as well as other popular brands that we own or license in partnership with global entertainment companies. Our offerings include film and television content, gaming, music and live events. We operate in 40 locations and sell products in more than 150 countries in collaboration with the world’s leading retail and technology companies. Since its founding in 1945, Mattel is proud to be a trusted partner in exploring the wonder of childhood and empowering kids to reach their full potential. Visit us online at www.mattel.com.
PR Director EMEA, Mattel
PR Director UK, Mattel