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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.

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