Licensing through a local lens

If 2023 is a very special year for Barbie, thanks to the release of the first live action Barbie in cinemas around the world in July, 2024 will be absolutely no less because it is the year that will see the celebrations of the 65th anniversary of the most famous doll in the world! And it will be a stellar year especially in Italy thanks to the many celebrations of personalities such as the very Italian Samantha Cristoforetti, to whom a doll with her features has also been dedicated that went into space with her. Two events that will take the brand to ever higher levels. Not only is it easy to predict that product sales will increase but, thanks to these celebrations, the purpose of the brand will also be in the spotlight again. It’s always been in Barbie’s DNA to represent everything girls want to be, but now, with the Fashionistas line featuring everincreasing representations of diversity, little girls will be inspired to imagine a future that’s just for them.

For Barbie, the undisputed property leader in the ever-expanding world of toys in the fashion and lifestyle universe and in the retail area, which boasts many licensing collaborations in categories such as apparel, accessories, role play, art & craft, confectionery and back to school, 2022 was an exceptional year, the CP sector produced extraordinary results, confirming itself as a top-level property.

Among the many 2022 projects, in the Softlines segment we highlight the Tezenis project with the very special capsule collection for both mothers and girls, but also the BTS line created in partnership with Giochi Preziosi. For the Hardlines, a project worth mentioning is Lisciani’s Barbie Cam, the camera designed to create and print photos instantly and with fun effects. Launched at the end of October 2022, it immediately had a very wide distribution, and a sell-thru of more than 95%, with a sold out result for Amazon and PRG. For Lisciani it was the #1 value product for the whole of 2022, entering the ranking (NPD Christmas) in second place in the Youth Electronic category.

2023 has just begun but it is already shaping up to be a year of great success!

Thanks to the amplification of the movie, Barbie will dominate the scene even more with incredible product projects and with activities to be implemented with all the major retailers. As a transversal and lifestyle brand, Barbie from the big screen will accompany all generations throughout the year.

We therefore expect that 2024 will be a year for Barbie to celebrate in style, 65 years is an extraordinary milestone! 65 years during which Barbie has kept up with the times by welcoming change over the years: in culture as well as in taste to become one of the most loved forms of play ever. We will therefore experience a 65th full of celebrations and brand initiatives with great media impact, supported by licensing projects and partnerships of great value that will see the world’s most famous doll as the protagonist to continue to be a global reference!

For any further information, please contact Victoria Licensing & Marketing http://www.victorialicensing.it/ info@victorialicensing.it Bologna Licensing Trade Fair/Kids Hall 29 booth F26/G19