Mattel to launch Barbie Extra next month

Published on: 17th November 2020

Barbie Extra will be a hot new arrival for Christmas, launching on 1st December, and is available to pre-order now.

Barbie Extra

Mattel is set to launch a brand-new line for the iconic Barbie brand in December. Barbie Extra lets girls dial up their self-expression through fashion, by showing them anyone can be a trendsetter.

Suitable for ages three years and above, the new dolls are posable, with 11 points of articulation and come with 15 premium accessory pieces. Every doll in the new range includes ‘extra’ pets that match each doll’s unique personality, including a pet poodle and pet pig. Even the packaging fits the on-trend ‘extra’ theme, by featuring unique elements such as confetti, silver holographic foil and various distinctive fabrics.

Kelly Philp, Mattel UK marketing director, told Toy World: “The launch of the new Barbie Extra doll line expands the brand’s presence in the fashion doll category. Each Barbie Extra doll rocks her own individual style which is playful and over-the-top, with unique, diverse looks. When it comes to fashion, Barbie Extra has a ‘more is more’ attitude – even their pets are extra.”

“Barbie is at her best when she connects to culture and Barbie Extra does just that from the name, down to every detail and accessory,” added Kim Culmone, Mattel senior vice president and global head of Design Barbie & Fashion Dolls. “The dolls are fun and playful, letting kids dial up their self-expression and fashion fantasy play by showing them you can be a trendsetter at every age.”

The new line will be launching with a huge pre-Christmas TV campaign, as well as top tier girl influencers, mum influencers and a significant spend on YouTube.

Kelly added: “Girls will also love the new original Barbie Extra song and music video that perfectly reflects the energy of the brand. We are also targeting mums on social media with some break frame new assets that will disrupt newsfeeds and grab attention, to show these incredible new dolls to a consumer audience in the run up to Christmas.”

Barbie Extra will launch on 1st December, and is available to pre-order now. Readers can find out more about the new range in an exclusive interview with Kelly in the upcoming December issue of Toy World.


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