Mattel unveils 2012 Barbie plans

'Wow' marketing campaign set to build on fashion doll's market leading position.
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Mattel is aiming to make 2012 even bigger for the Barbie franchise, planning a high impact marketing campaign covering all segments of the brand from toys to apparel and sporting goods.

Barbie had a phenomenal year in 2011, holding a 37 per cent share of the fashion doll category (source: NPD, November 2011 YTD). The new campaign - ‘Wow, see what happens when you play with Barbie’ - will bring the brand to life like never before and prove that Barbie is the only franchise that allows girls to play out any dream.

A high impact on pack promotion will be called out on new, feature rich product and impactful TV spots for maximum impact, offering girls the chance to win real life ‘wow’ experiences throughout the year.

“The 2012 ‘Wow’ campaign will reinforce Barbie’s unique position as the only property to offer girls endless play possibilities,” said Jenny Watson, marketing director, Mattel UK and Ireland. “An extensive marketing programme will communicate this messaging to girls and mums via broadcast, cinema, digital and print mediums for a cohesive brand campaign supporting individual product launches throughout the year.”

Mattel believes the year-long communications programme will significantly underline Barbie’s status as the world’s number one fashion doll.

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