Barbie Special

Helen Genia - Consumer Products Licensing Leader

You will hear me say time and time again that 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. I know I am biased, but the world of licensing is the best industry that anyone could hope to work in, with the most talented, entrepreneurial, and inspirational people. I warmly welcome you to our Barbie Show & Tell for 2021 - and what an eventful year it has been. 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. We constantly strive to add value to the consumer journey while elevating our product range so it stands proudly apart in the marketplace. Over the next couple of pages, you will see some highlights from the year so far and be able to peek into the future too.

The Barbie brand has seen five years of year-on-year growth, with 2021 looking to be another recordbreaking period. The Consumer Products range is enjoying the same success, seeing double digit growth year to date.

Barbie is on a mission to be the worlds #1 girl empowerment brand

Barbie is the most diverse doll in the market. The brand offers over 200 varied looks within the fashion line across four body types: tall, original, curvy and petite. Barbie dolls also represent different physical disabilities and skin tones, including vitiligo, as well as a multitude of hair styles, hair textures and outfits. Today, Barbie continues to be at the centre of pop culture, reflecting the times and inspiring conversation.

THE FUTURE OF PINK IS GREEN

This year, Barbie introduced its first fashion doll line made from recycled ocean-bound plastic - Barbie Loves the Ocean.

The Barbie brand has gone through many makeovers in its 62 years, and now it’s time for one of its most impactful yet. To illustrate the brand’s commitment to expanding its platform in a way that advocates for the environment, Barbie is modelling and promoting sustainable everyday behaviour with a new line of dolls whose bodies are made from 90% recycled ocean-bound plastic parts. The dolls offer exactly the same quality of play parents have come to expect from Barbie.

The Barbie Loves the Ocean line is one of many launches supporting Mattel’s corporate goal to use 100% recycled, recyclable or bio-based plastics materials in both its products and packaging by 2030. Other efforts include the recently launched Mattel PlayBack, a toy takeback programme designed to recover and reuse materials from old Mattel toys for use in future Mattel products.

A DOLL CAN HELP CHANGE THE WORLD

A new brand campaign brings to life how the benefits of doll play can help positively impact the world, based on the findings of a recent neuroscience study conducted by a team of researchers from Cardiff University, in collaboration with Barbie.

“As the No.1 toy property in the world, with a 62-year legacy, Barbie’s brand purpose has always been to inspire the limitless potential in the next generation of leaders,” says Lisa McKnight, senior vice president and global head of Barbie and Dolls, Mattel. “The research conducted by the team at Cardiff University suggests that when kids tap into their endless imaginations through doll play, they are able to build empathy, which we know has a lasting impact on how they approach the world around them. By showing the real storylines kids play out at home in the brand’s latest campaign, we hope to remind parents and caregivers that the simple act of playing with dolls has tangible developmental benefits.”

The peer-reviewed study, published in October 2020, used neuroimaging to show that playing with dolls like Barbie allows children to develop empathy and social processing skills, which are key determinants in kids’ future emotional, academic, and social success.

BARBIE: BIG CITY, BIG DREAMS

Barbie has been inspiring, empowering and entertaining kids for decades. With 36 television specials, and countless episodic and YouTube series behind her, we’ve seen Barbie evolve from a fashion doll to a cultural icon and, in recent years, emerge as a relatable character and role model, sharing her own story and unique perspective with the world.

Now, Barbie is headed for the bright lights of Broadway. The new musical adventure Barbie: Big City, Big Dreams follows Barbie Roberts as she says goodbye to the familiar beaches of Malibu and says hello to the hustle and bustle of NYC at a performance school. Upon arrival, she meets a fellow student also named Barbie Roberts. That’s right, Barbie meets Barbie, and while they have much more in common than just their names – like their shared dream of making it on Broadway – the two girls really bond over their complementary differences.

The new movie rolled out in cinemas nationwide this summer and airs on Pop from October. The musical also benefits from a new doll range from Mattel and the Barbie Rock Star Guitar from Just Play, which includes built-in music and a microphone so kids can sing along to their favourite songs with Barbie. The guitar’s colourful design features a pink body and complementary silver and neon colours, while the crossbody strap makes it perfect for young touring rockstars to take on the road.

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ADULT FASHION

Barbie has served as a model and muse to the most world-renowned names in fashion and the arts, becoming the ultimate canvas for their creativity.

Fashion has always been the cornerstone of Barbie, and this year Barbie has reached new heights with stellar fashion partners across a range of categories from the kids’ and adult apparel market spanning the retailer landscape.

Adult fashion remains vital for our Barbie fans, with exciting new ranges coming from Skinny Dip, Primark, Vanilla Underground, Tesco and Asda. The brand is also debuting new partners Boohoo and Asos.

ROLE-PLAY AND ARTS & CRAFTS

The world of fashion extends beyond apparel and accessories with fashion-inspired hardline partners, enabling fans to immerse themselves in the world of Barbie and to imagine the possibilities offered by Barbie in their own way, via creative play.

Every Barbie fan wants their own Camper Van. 8th Wonder makes this dream come true with its full-size wooden Camper Van, allowing kids to join Barbie on her Dreamhouse camping adventures. Also available are the You Can Be a Fashion Designer Arts & Crafts range from Bladez, a child and skin-friendly make-up collection from Mondo, fashion and craft play sets from Sambro, and a colour transformation range from RMS which ties into the Barbie Colour Reveal range extension. In addition, we value our longstanding partnership with Just Play, which continues to be the stalwart of the licensed product ranges with fashion-forward Barbie Styling Heads, whilst Theo Klein continues it's success with the perennial Barbie Vanity Table.

KIDS FASHION

Barbie kids’ apparel is retaking its rightful place on shelves from grocers to high-end retailers, with stunning new collections from Very, Primark, New Look, Claire’s, Vanilla Underground, Character. com, Amazon, Asda, Sainsburys and high-end brand Tutu Du Monde.

Our partnership with fashion-forward retailer River Island, which commenced back in 2019, kick-started the fashion-led resurgence of our Kids business, bringing new customers to River Island and new partners and retailers to the brand. In 2021, we see our partnership with River Island bolstered with our most progressive collection yet.

SPOTLIGHT ON… ZARA

Barbie has launched a brand-new clothing collection with the international fashion company Zara, marking it the first time the two iconic brands have come together on a complete bespoke collaboration that incorporates apparel, dolls, and digital marketing elements.

The consumer products partnership, which has rolled out globally online and in-store, comprises an 8-piece female activewear collection including a hoodie, jogging trousers, long sleeve tops, t-shirts, shorts and swimwear, together with two retail dolls wearing clothing from the collection, which sold out in under two hours.

Lisa Weger, head of Consumer Products Europe, said: “Barbie’s newest collaboration with Zara reflects the latest spring trends in great style, and perfectly ties in with the power of the Barbie brand. We’re excited to see it come together in a strong and accessible collection that will attract Barbie and Zara fans around the world.”

8th Wonder

01942 829 811 | www.8thwonder.co.uk

8th Wonder is delighted to be working with Mattel on new ranges for Barbie. Bringing its many years’ experience in making wooden and plush toys, and combining that with the fun and adventure offered by the Barbie brand, the company has developed a selection of engaging new pieces that will soon hit stores. All 8th Wonder’s new lines are designed to be interactive and include places for the child’s Barbie doll to sit or stand, ensuring children can bring the world of Barbie into play.

The Barbie Campervan is packed with features. Standing at approximately 95cm high and 115cm wide, it offers two-sided play for fun inside and out. The chunky wooden steering wheel, chalkboard satnav and gearstick let kids map and ‘drive’ to their destination before they put their cooking skills to the test with the interactive electronic hob, microwave and play oven, the latter of which features an opening door and clicker dials. Plenty of accessories are included to enhance the campervan’s play potential and bring the role-play aspect to life, including a picnic blanket, a wooden pretend campfire, pots and pans, play food and much more. A portable Barbie-sized chair, which can be moved around the campervan, is also included. The campervan also comes with a beauty vanity feature complete with hairdryer so kids can practise their makeup and hairstyling skills.

Also launching is My Barbie Dream Box, a stunning vanity with a carry handle and chunky wooden legs which fold underneath to allow for easy transportation. Three removeable boxes provide storage for jewellery and makeup items. Like the Campervan, a Barbie-sized wooden chair will be included, alongside a keyring with pompom and pendant which can be attached to the vanity set.

After a long day of play, kids can relax into 8th Wonder’s child-sized Barbie Plush Chair which comes with a mermaid-tail holder for Barbie too. For budding artists, the Rotating Floor Standing Wooden Easel features a whiteboard side and a chalkboard side. Chalk comes included along with Barbie dress-up magnets, an eraser, paint pots and fabric storage compartments.

Arriving just in time for the winter months, the company’s warm and snuggly Barbie Cuddly Cushion has a removeable heat bag which can be warmed in the microwave by a parent or guardian. Kids can snuggle with Barbie thanks to the included doll-sized pocket.

All 8th Wonder products are made from responsibility sourced materials and its wooden toys are certified by the FSC.

Sambro

0845 873 9380 www.sambro.com sales@sambro.com

Sambro’s partnership with Mattel continues into 2022 with the expansion of its Barbie fashion craft range. The standout hero line continues to be the Fashion Sew and Style Machine, which was updated for 2021. The sewing machine comes with Barbie fabric and fashion patterns as well as a Barbie doll, while a set without the doll is available too. To complement the Fashion Sew and Style Machine, the range also includes a Crafting Wardrobe, allowing kids to show off their creative flair. The Wardrobe comes with five project patterns and all the materials kids need to sew for themselves and Barbie, plus a wardrobe ideal for keeping Barbie's outfits runway-ready.

The Barbie Tie Dye Creator is perfect for creating on-trend tie-dye creations for fans and their Barbies alike, while Sambro’s range also includes the Fashion Plate Designer, Ultimate Jewellery Creation Kit and Fashion Print Studio, everything kids need to create their own amazing designs. Retailers should look out for further new additions to this category, which Sambro will be unveiling in autumn/winter 2022.

Next year will see further development of the Barbie Puzzle Palz range. Puzzle Palz are character-based erasers that can be broken apart and rebuilt as part of the play pattern. This Sambro IP already spans multiple franchise and character options and has sold over 30m pieces worldwide.

The Sambro team will also be expanding the company’s Barbie Activity Stationery and Back to School ranges in 2022, while new Pamper & Cosmetics and Food Play ranges will roll-out later in the year.

MV Sports

01217 488 000 www.mvsports.co.uk

MV Sports has refreshed its Barbie range of wheeled toys by introducing bright and bold new colours, eyecatching character graphics, and inspirational slogans across scooters, bikes, tents, skates and much more.

Suitable from three years of age, the Barbie Pop-up Camper Van Tent is a perfect option for children starting to explore imaginative play and discover their independent side. Decorated with character graphics, the Pop-up Camper Van Tent is a realistic camper van shape and offers total immersion in play. Its closed top, integrated floor, and durable UV and water-resistant polyester and PVC materials mean play can continue come rain or shine, inside or outside. The tent is also easy to assemble; its one-piece design means all kids have to do is unfold it and watch as it pops up by itself.

The Barbie Dream Den invites kids to climb inside their very own Barbie Dreamhouse. Suitable from three years of age, this den helps children create their own imaginary worlds. Replete with character graphics, the Dream Den comes with an inflatable mattress which quickly and easily slips inside the base to create a comfortable bed. Heart shaped fairy lights make drifting off that little bit easier. Like the Barbie Pop-up Camper Van Tent, the Barbie Dream Den is easy to assemble; the one-piece design is shaped by inserting pre-fixed elastic snap-action poles through the readymade channels. The mattress can be inflated with either a foot pump or electric pump (not included).

Both the Dream Den and Camper Van Tent fold down to a compact size for easy storage and come with a carry bag ideal for transporting to sleepovers or on holidays.

The Barbie Mermaid Fixed Inline Scooter transforms any Barbie doll into a sparkly mermaid, complete with an integrated fin and a stunning reversible sequin stem wrap that lets kids take her on their travels. The Barbie Mermaid Fixed Inline Scooter comes with glitter wheels and glitter grips, whilst riders can stay safe thanks to the glittery anti-slip deck and rear brake.

Bladez Toyz

02392 658 255 | www.bladeztoyz.co.uk

Bladez Toyz continues to grow its Barbie range with new no-mess, fun to make, on-trend arts and activities sets that combine traditional materials with a fresh approach to the category. The DIY Dreamhouse comes flat-packed and is made from durable, recyclable board, just like the original Barbie Dreamhouse launched in 1962. This easy and quick to build set allows children to use their imagination as they design the interior of Barbie’s iconic home using re-positionable stickers. The customisation options are endless. The assembled Dreamhouse stands an impressive 70cm in height, with furniture that can be assembled in different ways: by day, Barbie can entertain friends around the dining room table, while by night, reversing the tabletop reveals turntables and a mixer.

With a focus on more open-ended play instead of step-by-step, the Bumper Activity Set is designed to inspire creativity. The set includes 300 pieces of craft materials in novel colour-in packaging basewwd on Barbie’s iconic Dream Camper. The felt tip pens, coloured pencils and two ink stampers offer Barbie fans plenty of scope for creativity and are accompanied by two card Barbies with ‘paper doll’ style card outfits to colour and style, branded washi-tape, pipe cleaners, pom poms, sparkly gems, sticker rolls, foil stickers and a Dreamhouse themed sticker book. Kids can display their finished creations on a cardboard catwalk made from the packaging insert.

Both the Make Your Own Dreamhouse and the Bumper Activity Set join the existing Bladez Toyz range of Barbie arts and activities sets, which includes classic items given a Barbie make-over. Barbie Make Your Own Dreamcatcher, Barbie Make Your Own Fairy Lanterns, Barbie Origami Fashion Studio and Barbie Maker Kitz colour-in Super Camper are available to order now on both FOB and domestic programmes. In Q1 2022, these will be joined by Barbie Make Your Own Bath Fizzers kits and a range of re-invented science kits developed with the Barbie brand’s fun and inspiration at the forefront.

Sinco Toys

07793121778 | Daniel@singletontrading.com

Sinco has been working closely with Mattel on a line of products for teen/tween Barbie fans. The range combines technology, fashion and trend-led items that not only touch on the core elements of doll play but also reflect the day-to-day lives of aspiring Barbie girls.

The line is ready to go and has already been listed by several retailers, with more products to come. From charms and selfie lights with mirrors to the Girl Power Positivity Box, there are many diverse items available which offer something for everyone.

The Barbie BFF Keychain is perfect for kids to share with their best friend. The two parts join together to show how strong the friendship is. This item will catch consumers’ eyes on-shelf as it shimmers and shines.

The Barbie Selfie Light with Mirror allows users to take the best selfies, anywhere and anytime. The product includes a mirror, one hair comb, a keyring with silicone emblem, and a glitter and sequin clear pouch. Sinco’s Barbie You Can Be Anything wireless Headphones immerse kids in the world of dance, movies and music with outstanding sound quality.

Barbie fans and their besties can now celebrate the power of positivity with the Barbie Girl Power Positivity Box. Perfect for one or multiple kids, the box’s phrases empower, embolden and reinforce the fact kids can be anything they want to be. The set contains multiple surprises and delivers a fun unboxing experience.

The range also includes several other items including Flasheeze, charms and other developments due to be released over the next 12-18 months.