BARBIE: Mattel kicks off anniversary campaign

Today is Barbie's 50th birthday and Mattel's anniversary campaign is already in full swing.
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Today is Barbie's 50th birthday and Mattel's anniversary campaign is already in full swing.

As the iconic doll reaches her half a century milestone, owner Mattel is raking in coverage from a huge range of publications including The Telegraph, The Sun, Times Online, The Guardian, The Daily Mail, BBC news, The Independent, and many more.

Alongside the press coverage, the firm has inked a range of high profile deals to honour the birthday of Barbara Millicent Roberts. Cosmetics firm MAC is on hand to produce the All Doll'd Up Make Up Collection; Assouline and Becker & Meyer will publish commemorative books and Hotel Chocolat is offering a 50th Anniversary Celbration Box.

Mattel will also launch an adult diffusion range on the High Street, a 50th Anniversary Glamour Doll and a range of six all-time favourtie Barbie dolls. A new website will keep girls entertained and a schedule of special events allowing girls to become fashion designers will take place around the country.

Yesterday marked the beginning of the birthday events with a bash at Hamley’s (pictured). Real-life Barbie attended the festivities, arriving in fitting style as she pulled up in a pink stretch limo to be greeted by hoards of girls.

Barbie arrived to blow out the candles on her elegant birthday cake creation and posed for the cameras. Trine Hammer Frausing, senior marketing manager, girls, Mattel UK, said:

“We are thrilled that so many people joined us in marking the occasion. For five decades Barbie has been playing a part in the lives of young girls and to see so many make the trip to share in her celebrations so clearly demonstrates that she continues to resonate with girls today as ever.”

A huge clock has been counting down to the anniversary event for just over a week, on a 95 square foot projection screen installed in Hamley’s window. Marking the start of the celebrations, the screen then played over 15 minutes of imagery from the five decades of Barbie.



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