Barbie fans took to the London Aquarium last weekend for the exclusive premiere of Barbie The Pearl Princess.
Hundreds of competition winners, as well as Barbie herself, attended the screening of Barbie’s new film one week ahead of its release.
Barbie divers were in the tanks at the Aquarium to interact with guests and guides gave children the chance to hold a few of the exhibits.
“The premiere enabled us to provide a fantastic experience for Barbie fans linking back to the theme of the movie; it allowed girls and their families to engage even further with the brand," said Wendy Hill, director customer marketing and brand communication, Mattel UK.
The film is out in Vue cinemas on February 15th and 16th and arrives on DVD on February 17th, and will be backed by an extensive marketing campaign including the continuation of the Vue cinema partnership, an extensive TV campaign and PR programme.
The film will also be pushed via partnerships with Netmums and Virgin Active who will be offering free Barbie swimming classes at their centres across the UK during February half term.
The launch is also supported with digital content including a dedicated Barbie Pearl Princess microsite and extensive retail promotions.