Mattel has kick-started Barbie’s experiential tour this this October half term with an immersive shopping centre experience.
The Barbie You Can Be Anything experience invites kids to immerse themselves in the world of Barbie and discover their potential through their imagination. Activities include role-play, toy play areas, hard line and soft line consumer products, and craft stations at Intu Trafford Centre, Manchester and Westfield Stratford, London.
The Barbie You Can Be Anything experience allows girls to create their own stories in which they can be anything, from a fashion designer to an explorer, or a princess to a vet. Themed props and dress-up across four interactive bays extend the storytelling fun, with a special photograph in the Barbie photo booth available for guests to take home.
The experience is part of Mattel’s all-encompassing marketing, PR, and digital programme to support the You Can Be Anything Barbie brand message, with further plans including an integrated TV and digital campaign continuing to drive awareness into Q4.