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Read our dedicated licensee product guide and interview with Mattel.

Missed our Barbie special? Check out all you need to know here

"A strong brand message with a broad consumer products programme is key to deepening consumer engagement with the Barbie franchise," explains Mattel’s Helena Mansell-Stopher to Licensing.biz.

"One challenge has been to make buyers aware of the successes we’ve had as we’ve broadened the brand."

Barbie is now seen as so much more than a doll – indeed Mattel refers to her as an ‘experience brand.’

To read the full interview with Mansell-Stopher, simply click on this link.

In addition, you can read our round up of the key Barbie product available from a selection of licensees by clicking here.

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