With Barbie DVD sales growing by over 50% year-on-year, 2013 has once again demonstrated the immense popularity of the Barbie entertainment titles. ‘Barbie in the Pink Shoes’ cinema screenings achieved a 66% increase in admissions compared to previous years, number one slot in the children’s charts for DVD pre-orders on Amazon, and the toys flew off the shelves across the UK.
‘Barbie Mariposa and the Fairy Princess’ is the fifth film in the Barbie Fairytopia series. It brings back the beloved fairy Mariposa in a new role, and the release will be supported by an exciting marketing programme as well as engaging digital content and extensive retail promotions.
Activity includes the continuation of the successful VUE partnership with screenings of the movie across 83 cinemas and strong support from VUE itself, both in cinemas and online. The DVD and Blu Ray will be on sale from 26th August (two weeks after the screening) with the DVD pre-orders already available on Amazon. A TV campaign will also support the toys and DVD with a seven week campaign advertising the range.
To celebrate the new movie and create a WOW experience for girls, an exclusive Barbie Butterfly Ball will be held at London Zoo on 18th August. Tickets will be given away through retail and press competitions with an exclusive screening of the movie on the day as well as a Butterfly nature trail and other exciting Barbie and butterfly themed activities for girls.
Girls business unit lead for the UK, Denise Fillary, explains: “The activity around ‘Barbie Mariposa and the Fairy Princess’ is part of an extensive marketing programme to support the brand and entertainment franchise in 2013. We are creating deeper engagement for girls with the brand through storytelling, building emotional connections with Barbie as well creating experiences for them.”
This year also sees the release of ‘Barbie & Her Sisters in a Pony Tale’ on 28th October. Barbie and her sisters go on a holiday to the Alps and head to a horse academy.
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