Barbie will be hitting cinema screens with the latest film release from the popular girls’ brand entitled Barbie Mariposa and the Fairy Princess.
The new release – which sees the return of the fairy, Mariposa – will be supported by an extensive marketing programme, digital content and retail promotions.
The release will screen across 83 cinemas and will receive strong support from Vue itself, both in cinemas and online.
In celebration of the new movie, an exclusive Barbie Butterfly Ball will be held at London Zoo on August 18th.
Tickets to the event will be given away through retail and press competitions, with an exclusive screening of the movie on the day alongside a Butterfly nature trail and activities.
The film will be released on DVD and Blu-Ray on August 26th. Pre-orders are already available on Amazon.
A TV campaign will also support the toys and DVD with a seven-week campaign advertising the range.
Girls business unit lead for the UK, Denis Fillary, said: "The activity around Barbie Mariposa and the fairy Princess is part of an extensive marketing programme to support the brand and entertainment franchise in 2013.
"We are creating deeper engagement for girls with the brand through storytelling, building emotional connections with Barbie as well as creating wow experiences for them."
This year will also see the release of Barbie and Her Sisters in a Pony tale on October 28th.
The release will follow the adventures of Barbie as she holidays to the Alps with her sisters and heads to a horse academy.
The success of Barbie DVD sales have seen over 50 per cent growth year on year. The recent cinema screening of barbie in the Pink Shoes witnessed a 66 per cent increase in admissions camped to previous years.
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