Barbie secures two-year Avon deal

Samantha Loveday

By Samantha Loveday

June 10th 2011 at 1:52PM
Barbie secures two-year Avon deal

'Barbie Loves Avon' beauty and lifestyle range launches across Europe, Middle East and Africa.

Mattel has linked its Barbie brand with Avon in a new two-year deal which spans 35 markets across EMEA.

A specially developed 'Barbie Loves Avon' line - featuring a collection of beauty and lifestyle products such as lipgloss, haircare, sunglasses and handbags - has launched in Avon brochures, while it will also appear online.

A dedicated microsite will be regularly updated to promote the current range.

In addition, the line will be supported by a 360 degree marketing programme targeting girls and mums via social media and digital advertising across the EMEA region.

"As the world's biggest direct seller and a leading brand in beauty, we're pleased to launch this partnership with Mattel, and take this fantastic new 'Barbie Loves Avon' range to our customers," offered Andre Baradat, Avon's VP brand marketing, EMEA.

Johanne Broadfield, senior licensing director at Mattel, added: "This is a strategic collaboration for both parties, with Barbie as Avon's lead all year round branded beauty offering for girls. Supported by both above and below the line activities, we are confident that this partnership will flourish over the next two years."