Barbie premiere kicks off marketing campaign

Mattel puts weight behind the Barbie A Fashion Fairytale DVD and toy line.
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A range of celebrities attended the UK premiere of Barbie A Fashion Fairytale at the Odeon Cinema, Leicester Square on Saturday September 18th.

Attendees included Lisa Faulkner, TV presenters Angela Griffin and Andrea McLean, pop star Sinitta and singer Cerys Matthews (pictured).

The event forms part of a marketing campaign to launch the DVD and associated toy line, which also includes a TV campaign, including leading channel sponsorship plus print and online advertising across mums’ and girls’ press.

The campaign continues next weekend with a national newspaper promotion, with the Daily Express giving away Barbie A Fashion Fairytale activity and sticker books.

Next month will see Barbie sponsor daytime TV show This Morning over the October half-term.

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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.