Mattel rolls out retail programme for Barbie Video Game Hero film

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.

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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