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Mattel partners with National Geographic for groundbreaking Barbie line

Mattel has detailed a worldwide licensing agreement between its Barbie brand and the National Geographic.

Under the partnership, the pair will develop a product line and content centred around exploration, science, conservation and research.

The Barbie and National Geographic product line will feature career dolls and play-sets highlighting occupations in which women are underrepresented including Wildlife Conservationist, Astrophysicist, Polar Marine Biologist, Wildlife Photojournalist and Entomologist.

All dolls and play-sets will come complete with relevant accessories authenticated by an advisory council comprised of female National Geographic Explorers, as well as National Geographic magazine editor in chief Susan Goldberg.

"Barbie allows girls to try on new roles through storytelling by showing them they can be anything and, through our partnership with National Geographic, girls can now imagine themselves as an Astrophysicist, Polar Marine Biologist and more," said Lisa McKnight, senior vice president and general manager, Barbie.

"Barbie and National Geographic represent a powerhouse combination and our joint creative efforts allow kids to explore the world and different career fields right in their own homes."

To encourage learning and discovery, there will be a special promotion with dolls purchased online at select retailers. Additionally, related programming and content will roll out throughout the year on the Barbie YouTube channel.

"Helping people understand the world is, and always has been, the core purpose of National Geographic," said Susan Goldberg, editor in chief of National Geographic magazine and editorial director of National Geographic Partners.

"Through our partnership with Barbie, we are excited to reach kids in a new way, using the power of play to inspire our next generation of explorers, scientists and photographers."

The product line will be available at retailers nationwide starting in Fall 2019. 

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent some six years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@bizmedia.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobHutchins3 if ranting is your thing...

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