Mattel gets behind Fashionistas line

Mattel is backing its new Barbie Fashionistas range with a major cross-platform marketing campaign.
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The dolls, which feature 12 points of articulation making them the most pose-able Barbie dolls ever, will hit stores this month after six weeks of pre-awareness activity including print and online advertising, PR and a starring role in the new Do The Barbie pop video.

Next week, during the October half term, a specially-recruited Barbie Fashionistas Dance Troupe will board a Barbie-branded full-size tour bus to visit high-traffic shopping locations and attractions in over 20 cities across UK and Ireland.

Each member of the troupe will be dressed as a Barbie Fashionista Doll, teachiing girls to‘Do The Barbie alongside guerrilla style stunt activity at high profile tween events.

In addition, Fashionistas will be supported by a heavyweight TV campaign including spot advertising and a month-long sponsorship programme on Nickelodeon. Comprehensive teen and girl advertising will also run across online and print media alongside an extensive PR campaign.

Also launching next week will be a dedicated Fashionistas section of destination Barbie website The section will include details on the Barbie Fashionistas Tour alongside an instructional video for Do The Barbie, plus interactive content, games and downloads.

Mattel Girls Senior Marketing Manager Trine Hammer-Frausing commented: "This exciting campaign will really bring the Fashionistas to live for young girls and will engage them in the brand in a fun and inspiring way."


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