A new Barbie DVD has reached the number slot in the children’s charts for pre-orders on Amazon.
Yesterday's UK premiere of the Barbie in the Pink Shoes movie - which arrives on DVD on March 18th - also marked the start of a massive marketing campaign from Mattel.
Celebrities gathered in London for the launch of the fim, with attendees including Kate Garraway and her children, as well YouTube sensations, Los Angeles stars and huge Barbie fans Sophia Grace Browlee and Rosie McClelland (pictured). A real life Barbie was also in attendance.
The event is part of an extensive marketing programme to support the new Barbie DVD and toy line, including the continuation of the successful Vue cinema partnership, TV campaign and an extensive PR programme.
PR activities include a prestigious ballet partnership with the Royal Academy of Dance, and a competition that will be judged by Strictly Come Dancing star Darcey Bussell. The launch will also be supported with digital content and retail promotions support.
Mattel's marketing manager for Barbie, Emma Stowers, explained: “We wanted to showcase Barbie’s ballet heritage, engaging girls in not only the story and the supporting products, but establishing a UK ballet partnership and creating 'wow' experiences.
"All our marketing activity creates great brand awareness but we really want to allow girls to have an emotional connection with Barbie as well."
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