Mattel teams with Spice Girls' Geri Horner for Barbie Dreamtopia campaign

Robert Hutchins

By Robert Hutchins

April 28th 2016 at 10:24AM
UPDATED April 28th 2016 at 11:52AM
Mattel teams with Spice Girls' Geri Horner for Barbie Dreamtopia campaign

The campaign will encourage mothers to write the next chapter in the Barbe Dreamtopia fairytale for their children.

Barbie is teaming with former Spice Girl turned children’ author Geri Horner on a campaign to invite mothers to pen the next chapter in the doll’s story.

The campaign has been launched off the back of research that uncovered that 74 per cent of parents have thought about writing their own book.

The same study – commissioned by Mattel – also found that the most popular way for parents to help nurture their child’s imagination is through reading to them, followed by encouraging them to play with their toys.

As a result, Mattel has launched a new initiative with the aid of celebrity mother Horner to invite mothers to help its iconic fashion doll brand write the next chapter in its Barbie Dreamtopia fairytale.

Dreamtopia is a platform designed to help children play out infinite fantasies; encouraging their imagination to create their own fairytale stories.

Wendy Hill, brand activation director, Barbie, said: “Barbie has always fueled imagination, inspired creativity and encouraged self-expression and our research shows how important imaginative play is in childhood.

“We are delighted to be working with Geri Horner to invite other busy mums with a passion for writing to explore their creativity by helping to writ a Barbie fairytale for their own children.”

The singer, writer and mother to nine year old Bluebell, Horner will be the face of the campaign that will run in partnership with Netmums from April 28th to June 12th.

A new Barbie Dreamtopia fantasy toy line will launch to coincide with the campaign and will be supported by long form content launching later this year.

Horner said: “This campaign is all about supporting mums who want to explore their passion for writing and celebrating creativity and it’s a great thing for mothers and daughters to do together.

“Barbie Dreamtopia is just a wonderfully rich setting for kids to explore their imaginations.”