Mattel rolls out retail programme for Barbie Video Game Hero film

Jade Burke

By Jade Burke

February 13th 2017 at 11:07AM
UPDATED February 13th 2017 at 11:20AM
Mattel rolls out retail programme for Barbie Video Game Hero film

A new toy line is also on the way to mark the release of the new feature film, which debuts today.

Mattel’s iconic doll Barbie is kicking off the New Year with a new feature film, Barbie Video Game Hero.

Available on DVD and download today, the film reimagines Barbie in a video game world with her new friends Cutie and Bella.

Supported with an extensive marketing and retail programme, the release boasts a TV campaign, PR activision and a new partnership with Just Dance.

A new toy line is also on the way, which will include a Barbie Video Game Hero Light-up Skates Barbie Doll and Barbie Video Game Hero Match Game Princess Doll.

The range is further bolstered by the Barbie co-star Dolls Assortment, Barbie Video Game Junior Doll Assortment and the Barbie Video Game Hero Vehicle & Figure Play-Set.