Mattel unveils So in Style Barbie range

Firm continues promotion of Barbie as a lifestyle brand with new range in Selfridges.
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The So in Style dolls are available in The Wonder Room Concept Store at Selfridges and will be accompanied by a Barbie cultural retrospective, curated by editor, stylist and co-owner of WAH Nails, Sharmadean Reid.

The area also features a celebration of 20 years of Chrome Hearts, with 12 larger than life Barbie dolls wearing the firm's hand crafted jewellery and leather.

The So In Style range features mixed race and black dolls, retailing at £25 each and dressed in clothes designed by Jay-Z's urban apparel lifestyle brand, Rocawear.

The dolls were created by Barbie designer Stacey McBride-Irby, who commented: "As a Barbie doll designer for more than ten years, I want African-American girls to know that dolls can represent their career aspirations, hobbies and ethnic backgrounds."

Sebastian Manes, director of accessories at Selfridges said: "The So in Style doll fits perfectly with our Wonder Room Concept Store product mix, where interesting and unusual items at all price points sit beside the world's most luxurious brands.

"As well as being an aspirational toy for children, Barbie is an adult collector piece with serious fashion credentials. We are very excited that the collection is coming to Selfridges."

Sharmadean Reid, curator of the cultural retrospective added: "Producing Barbies representing people from all over the world is a market of Mattel's understanding and progressive nature."


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