Barbie partners with Butlins

By Helen Jacobs

March 14th 2008 at 9:50AM
Barbie partners with Butlins

Girl?s activity programme supports latest Barbie launch.

Three of Butlins holiday resorts will run an arts and craft workshop to support the launch of Barbie Mariposa toy line and DVD release.

The partnership forms part of a six-figure marketing campaign for Barbie’s 12th DVD movie. The campaign also includes heavyweight TV advertising, online and girls’ press advertising as well as PR activity.

Butlins Sales and Marketing Director Jackie Martin said: “Butlins is the number one holiday destination for families in the UK and prides itself on it’s entertainment packages. We’re delighted to be working with Barbie in this creative execution to bring additional activities to our young guests.”

Mattel Marketing Director Jackie Jordan added: “This campaign is building on our previous successful direct-to-girl activities to deliver a content-rich experience with Butlins that will engage with girls and mums, bring the brand to life and drive awareness of the exciting new Mariposa DVD and toy line.”

The workshops will be held at the Bognor, Minehead and Skegness resorts.