New Barbie DVD hits stores

Barbie's latest DVD movie hits stores this week, backed by a cross-platform ad campaign.
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An upswing in sales of Barbie dolls directly correlates with the arrival of a new DVD release.

The new movie - Barbie in A Mermaid Tale - sees Barbie as Liah Summers, a champion surfer whose world changes forever when she uncovers a family secret and sets off on an under-water adventure.

The DVD will benefit from TV advertising and a sponsorship campaign that will reach 97 per cent of girls aged 4-9-years-old.

In addition to a four-week TV advertising campaign, Barbie will sponsor four leading children’s TV channels Boomerang, Cartoon Network, CNToo and Cartoonito.

The activity will run for a month and will include promotional TV spots, a branded microsite and banner advertising. Plus a mum-targeted campaign will run with a week-long sponsorship programme with leading daytime TV show This Morning.

Barbie will also continue the successful partnership with The Daily Express with an exclusive free for every reader promotion giving away a bespoke Barbie in A Mermaid Tale story and activity book.

Marketing Director Erica Zubriski commented: "Barbie in A Mermaid Tale is another great movie from Barbie. We have a fantastic toy line that really compliments the movie and with our extensive marketing support, this will be a must-have and see for girls. Mattel is best-in-class at creating engaging content that brings toys to life and developing comprehensive marketing programmes that engage the consumer."

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