Barbie movie tops Amazon pre-order chart

Celebrities gather in London for the launch of the Barbie in the Pink Shoes movie.
Author:
Publish date:
26_barbie.jpg

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."

Want to receive up to the minute toy industry news straight to your inbox? Click here to sign up for the free ToyNews Daily Digest and Newsflash services. You can also follow ToyNews on Twitter and Facebook.

Related

Featured Jobs

Copyrights Group

Marketing Manager

The Copyrights Group is one of the licensing arms within The Vivendi Group. Acquired by Vivendi in 2016 Copyrights manages the licensing for a portfolio of properties to include Paddington Bear. Some of the other companies within the Vivendi Group include Universal Music Group, and their licensing arm Bravado, Gameloft and Studiocanal to name a few.