Out this week, the never-before-seen creative execution is part of the brand’s ongoing 50th anniversary celebrations. Barbie is the star of four different cover designs, which will each be sent to a quarter of the ToyNews readership.
The contemporary execution features head shots of Barbie in four fun styles and is in line with the brand’s new visual strategy. The creative is currently being rolled out across all communication touch points including product, packaging and POS.
Mattel marketing director Erica Vankamp explained: "Barbie is already the ultimate cover star, but her strength lies in her ability to keep innovating. This is another example of Barbie pushing the boundaries of design, and testament to the brand’s commitment to bringing Barbie to life."