The company has invested a six-figure sum into the promotion, which will launch this month and is expected to reach over four million girls aged four to nine.
The partnerships will run with Nick Jr and Cartoon Network and will promote the Barbie Life core range and movie and the Barbie & the Diamond Castle toy range.
The Nick Jr campaign will drive awareness of a national sales promotion in addition to introducing girls to the new Diamond Castle story and products via specially created daily on air competition spots and interactive online activity.
The competition mechanic announced by Boomerang yesterday will also be rolled out across the Cartoon Network’s portfolio of channels.
The deal with Cartoon Network includes sponsorship of a new Barbie-branded interactive programme format entitled LOL (Laugh Out Loud).