Mattel continues Barbie fashion push

Samantha Loveday

By Samantha Loveday

July 23rd 2009 at 12:46PM
Mattel continues Barbie fashion push

Branded luxury handbag range from Paul's Boutique label arrives in Selfridges, boosting fashion credentials.

Mattel is moving its Barbie brand further into the high-end fashion sector, with its latest partnership being with luxury handbag brand Paul's Boutique.

The new collection was launched exclusively in Selfridges in the UK last weekend and has already proven popular, according to the firm.

The launch was supported by a high profile POS execution featuring mannequins dressed in bespoke tees and carrying Barbie totes illustrating the collection's brand signature.

The range of handbags features some of the most iconic Barbie imagery from the past 50 years including zebra print detailing, inspired by the doll's first incarnation as a teenage fashion model in a black and white striped swimsuit.

"As Barbie celebrates 50 years as a cultural icon, the fashion world, from high-end to High Street, is waking up to the possibilities that an exciting and enduring brand such as Barbie represents," said Claire Atherton, Mattel Brands licensing director.

This is the latest in a line of partnerships within the fashion sector for Barbie. In May, Mattel revealed a number of deals with adult-fashion brands, ranging from the edgy Comme des Garcon to leading High Street retailers Next, New Look and Miss Selfridge.