Mattel has unveiled the latest Barbie animated feature film, Barbie and the secret Door.
It follows on from the success of Barbie the Pearl Princess, with toys flying off the shelves across the UK and achieving 14 per cent growth for the entertainment franchise.
The new release tells the story of the shy Princess Alexa who discovers a magical land full of mermaids, fairies and unicorns. It is supported by an extensive marketing programme – including the continuation of the successful Vue cinema partnership – a TV campaign backing the launch of the DVD and the toy line, PR and partnerships with Universal.
There will also be digital content including a dedicated Barbie and the secret Door microsite – Barbie.com/secretdooruk – from August 1st, as well as extensive retail promotions.
“The activity around Barbie and the secret Door is part of an extensive programme to support the brand and entertainment franchise in 2014,” commented Denise Fillary, Mattel UK’s girls senior brand manager.
“Through captivating content and real life experiences, we are creating deeper engagement for girls and mums with the brand; building emotional connections and letting them know that with Barbie, ‘Anything is Possible’.”