Barbie was awarded the prestigious accolade for Best Licensed Dress Up & Partyware Range at the 2019 Licensing Awards this week, following a recently launched partnership with the adult dress up partner, Smiffys.
Emerging victorious amid some strong competition, the brand accepted the award at Tuesday night’s event at The Grosvenor House Hotel in London.
The Barbie x Smiffys partnership celebrates the brand’s 60th anniversary, with a special edition fancy dress range that re-creates the iconic look of the first ever Barbie doll. Connecting with pop culture and adult fans, the collection heroes a new costume which consists of sequin body, pink fluffy coat with printed lining and sunglasses, all presented in an exclusive branded Barbie gift box.
The wider range includes a life-size Barbie box, an 80’s aerobic inspired Barbie look, plus Safari Ken.
Helen Genia, head of licensing UK and hardlines EMEA consumer products, Mattel, commented: “We are delighted to have accepted this award with the help of our fantastic partner Smiffys. 2019 has been a monumental year as we celebrated the brands 60th anniversary in March, and as the number one fashion doll in the world, it’s exciting to see some of Barbie’s most iconic looks brought to life for everyone to recreate.”
The range will be available on Smiffys direct and Amazon, with a PR and influencer campaign to support the launch of the range activated in October.