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CAMPAIGN OF THE MONTH: Barbie Princess Charm School - ToyNews

CAMPAIGN OF THE MONTH: Barbie Princess Charm School

A heavyweight TV campaign, sponsorship on This Morning, a press drive, branded taxis, a fresh website and a new brand ambassador are in line to support the release of the latest Barbie movie and the accompanying toy line.
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The release of the tenth Barbie movie, Barbie Princess Charm School, and the toy range are being supported by marketing both on and offline in a comprehensive campaign.

Barbie movies are now distributed in 82 countries and have high engagement levels with girls, as research shows that each DVD is viewed on average ten times.

TV
A heavyweight TV advertising campaign over two months, will bring the toys to the screens of girls aged four to nine, while a high profile This Morning sponsorship will also support toy product from the movie.

PR
A girls press campaign will target key titles for both older and younger girls in the lead up to Christmas, with themed fashion spreads and competitions bringing the property to life.

Online
The movie property also has a high impact online presence with a dedicated website including games, personalised assets and rich media content: www.barbie.com/princess-charm-school.

Other promotional activity
Branded Princess Charm School taxis have been placed at key retailers across the UK. The taxis feature in-built photo booths where girls try on fancy dress princess outfits and take away an instant branded photo.

Renowned etiquette coach, Liz Brewer, has been established as brand ambassador for the launch of Barbie Princess Charm School, offering advice to girls across the country as to how to behave like a princess, tapping into topical interest following the Royal Wedding.

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