Barbie strengthens entertainment portfolio

Published on: 19th February 2013

DVD sales have grown by over 50% year-on-year, and March 18th sees the release of Barbie’s new animated feature film, Barbie in the Pink Shoes.

The film has reached the number one slot in the children’s charts for pre-ordereds on Amazon. The release is supported with a toy line, a marketing programme including the continuation of the Vue cinema partnership, a TV campaign supporting the toy range and DVD, plus a PR programme including a ballet partnership with the Royal Academy of Dance and a competition that will be judged by Strictly Come Dancing star Darcey Bussell.

A UK celebrity premiere will kick off the activity in London. The launch will also be supported with engaging digital content and extensive retail promotions support.

Emma Stowers, marketing manager for Barbie, said: “We wanted to showcase Barbie’s ballet heritage, engaging girls in not only the story and the supporting products, but establishing a UK ballet partnership and creating ‘WOW’ experiences. All our marketing activity creates great brand awareness but we really want to allow girls to have an emotional connection with Barbie as well.”

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