Barbie and Event Concept have developed an immersive kid’s fashion event to be unveiled at this year’s BLE.

The event will be a showcase of the Barbie kid’s fashion statement, celebrating what makes the brand so iconic. Since 1959, Barbie has inspired girls to be anything. From princess to president, astronaut to zoologist, there isn’t a plastic ceiling Barbie hasn’t broken, and when she reinvents herself, the world takes notice in sales, headlines, likes and tweets.

Brand owner Mattel says that 2019 will be a blockbuster year for Barbie and partners.

Lisa Weger, head of consumer products, Europe, commented: “Our success and the continued work we do within the fashion industry, along with the work that we have done with our role models campaign, certainly plays a part to keep us relevant and part of society’s conversation. We are celebrating the development of our kid’s fashion statement and the special relationship that a girl has with her Barbie that will allow us to develop Barbie as a true lifestyle brand.”

She continued: “2019 is going to be an exceptional year for Barbie; celebrating the 60th anniversary for this iconic brand is very special and we will have a range of partnerships and activations across the franchise, and around the world. Fashion remains core for us and is an important part of Barbie’s DNA. The catwalk event is a celebration of the brand’s heritage, and introduces new designs that will feature in Barbie’s spring/summer apparel collections across the region in 2020. It will present to our current and prospective partners the opportunities this brand offers across categories.”