Exclusive: Barbie Special

Published on: 13th October 2021

Toy World brings you an exclusive Barbie Special, in conjunction with Mattel’s Barbie Licensing team, with highlights from the year so far and a peek into the future.

As the brand records five years of year-on-year growth, 2021 looks set to be another record-breaking period. The Consumer Products range is enjoying the same success, seeing double digit growth year to date.

Helen Genia, Consumer Products Licensing Leader, writes in her introduction to this Special: “I am honoured to work in such an amazing industry. Licensing is full of diversity and inspiration with limitless potential. I know of no other industry where you can wake up with an idea in the morning and turn it into reality by the afternoon.”

As Helen welcomes readers, she continues: “As the world starts to open back up, Barbie has been standing strong both in her own space and in others. Standing for diversity and inclusiveness, and demonstrating purpose, Barbie has inspired joy in our consumers both young and old, with the passion for the brand going from strength to strength. The team remains focused on delivering meaningful, complementary, beautiful products and experiences, from designing licensed bars of chocolate to reimagining kids’ make-up through the lens of Barbie’s world.”

There’s a look at how Barbie is on a mission to become the world’s No.1 empowerment brand, shining the spotlight on the sustainable Barbie Loves the Ocean range, the Big City, Big Dreams movie and brand campaign ‘A Doll Can Help Change The World’. There’s news of current Fashion, Role Play and Arts & Crafts developments, plus the very latest ranges from prominent licensees.

To read the full Barbie Special, which featured in the October edition of Toy World, click here.


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