This month, the worlds no. 1 fashion doll introduces an exciting new segment for 2020 with Colour Reveal.
Since her creation in 1959 Barbie has had a long history of disrupting and innovating the toy category; and that is exactly what Mattel is doing with Colour Reveal. Complete with an amazing water reveal moment, this doll brings the no. 1 fashion doll and girls favourite firmly into the unboxing surprise space. The Barbie blind package and execution is said to be unlike any other product in the marketplace, with a wow moment through a water reveal transformation.
Colour Reveal taps into key trends that kids love and encourages imagination through play as little ones dip and swirl the doll in water to reveal facial features, hair colour, and a fun printed bodysuit. Kids then unwrap seven blind bags to discover wigs, outfits, and accessories to complete the doll’s look. The packaging is part of the fun; kids can pull the strip to remove the outer layer and reveal a clear tube that can store the doll and be filled with water for the ‘wow’ transformation moment.
The bright tube-shaped packaging stands out in the toy aisle, and each wave’s packaging comes in a distinct new colour. There will be multiple series of the line for 2020, with each series indicated by a new packaging colour starting with the animal-themed pink tubes for series 1, and foodie-themed green tubes for series 2 with 10 different dolls to collect for spring.
The innovative new range launched in the US in early December, immediately selling out online, and launched in the UK on 26th December with an extensive 360 marketing support plan including mass awareness through TV and catch up, significant digital paid media, shopper marketing and conversion both in-store and online. Mattel recruited top-tier UK girl influencer channels to debut the dolls immediately after Christmas, which resulted in 750,000 views of the Barbie Colour Reveal content in the first seven days.