Mattel’s iconic fashion doll brand, Barbie, is making a play for the surprise unboxing scene with the launch of a new take on the space – Colour Reveal.
Through the new launch, the brand is looking to utilise its over 60 year heritage of innovating in the fashion doll sector with a whole new angle on the market.
“Complete with an amazing water reveal moment, this doll is a game-changer, bringing the fashion doll Barbie firmly into the unboxing surprise space,” read a statement from Mattel. “This unique Barbie blind package and execution is unlike any other product in the marketplace with a wow moment through a water reveal transformation.”
Colour Reveal taps into key trends that kids enjoy and encourages imagination as they dip the doll in water to reveal facial features, hair colour, and a fun printed bodysuit. But the surprises aren’t over until kids unwrap seven blind bags to discover wigs, outfits, and accessories to complete the doll’s look.
On top of this, the packaging is designed to become part of the fun; kids can pull the strip to remove the outer layer and reveal a clear tube that can store the doll and be filled with water for the transformation moment.
Each wave’s packaging comes in a distinct new colour. There will be multiple series of the line for 2020, with each series indicated by a new packaging colour starting with the animal-themed pink tubes for series one, and foodie-themed green tubes for series two with ten different dolls to collect for spring.
The range launched in the US in early December, immediately selling out online and launched in the UK on December 26th with an extensive 360 marketing support plan including mass awareness through TV & Catch Up, significant digital paid media, shopper marketing and conversion both in-store and online.
Mattel recruited the top tier UK girl influencer channels to debut the dolls immediately after Christmas, who achieved 750,000 views on Barbie Colour Reveal content in the first seven days.