LICENSING NEWS

Barbie joins Rubies’ licensed costume portfolio

Published on: 20th May 2022

The new partnership between Mattel and Rubies will show girls that ‘anything is possible’ via a range of Barbie costumes spanning some of the doll’s most popular careers.

Having recently been named as the top global toy property of the year, Barbie will
be partnering with Rubies as it and Mattel announce a brand-new Barbie dress-up collection for 2022.

Barbie has shown girls they can be anything since 1959. By providing purposeful play with over 200 careers, highlighting global role models, showcasing diversity and inclusion and leading the mission to close the Dream Gap, Barbie continuously strives to help kids reach their limitless potential. As the world’s No.1 fashion doll Barbie is an international icon and muse and continues to both spark imaginations and influence conversations around the world.

The new Barbie children’s dress-up range will be available across EMEA and features popular styles including Astronaut, Ballerina and Princess costumes. Both the Ballerina and Princess designs feature reversible sequins on the bodice, perfect for creating two looks in one.

The production of the officially licensed costumes for Barbie is a significant addition to the company’s ongoing successful partnership, which includes some of the most iconic characters created for children’s entertainment such as Fireman Sam and He-Man and The Masters of The Universe.

Georges Ghougassian, group director, Licence and Brands at Rubies, commented: “Barbie is known the world over for encouraging children to reach their limitless potential, whether that’s a career as a teacher, astronaut or fashion designer. As the industry leader in costumes and dress-up, our aims align as we inspire our core audience to become whoever they want to be. We are incredibly excited to be launching our latest Barbie costumes: it’s an exciting next step in our relationship with Mattel as we broaden our representation of its much-loved brands.”

Rubies’ official licensed Barbie costumes will be available to pre-order soon at rubiesuk.com.

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