BLE 2014: Mattel welcomes new apparel partners for Barbie and Monster High

Mattel has unveiled its multi-category line-up of apparel partnerships for its Barbie and Monster High brands.

European fashion deals for Barbie include a partnership with Wildfox for a high end collection of denim, swimsuits and tees.

Barbie apparel deals also include ranges from Uniqlo, Forever 21, Primark, Top Shop and ASOS.

Fans can also now follow Barbie on her own Instagram account, @BarbieStyle, as she attends fashion shows, meets with industry friends, visits her favourite places, and shows off her latest outfits.

“We are really leveraging the Barbie brands 55 year heritage to create multiple iconic looks providing retailers and licensees a way to bring the brand to life that best targets their consumer” said María Maranesi, vice president, Mattel Consumer Products for Mattel.

“Our focus this year across the portfolio has been to secure unique partnerships that deepen the consumer’s relationship with our flagship brands.”

Elsewhere, Mattel has also secured major fashion retail partners for Monster High with a high end co-branded capsule collection by IKKS in France and Spain, and the first partnership with H&M.

In addition, Primark, C&A, Tesco, Argos and Toy R Us will all continue offering Monster High daywear, nightwear and accessories collections across EMEA throughout 2015.

Mattel is also developing new partnerships and product offerings for infants, kids, tweens and adults across key properties including Thomas and Friends, Ever After High, Hot Wheels and Fisher-Price.

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