Barbie boosted by fashion drive

Apparel inspired by Mattel's iconic doll going into Brown Thomas, Next and Miss Selfridge as part of new anniversary push.
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Barbie's 50th anniversary celebrations are continuing, with Mattel revealing a number of plans within the adult fashion sector.

Hot on the heels of the partnership with concept fashion retailer Comme des Garcon in Dover Street Market, which debuted the first ever Barbie adult retail experience, Mattel has more of the same up its sleeve.

The pop up shop activity will be repeated with luxury retail destination Brown Thomas in Dublin. The store windows will become one huge brand statement, featuring life-size Barbie mannequins and pink packaging.

A full range of Barbie adult merchandise will be available including the exclusive Jeremy Scott apparel collection, plus accessories, jewellery, giftware, publishing and confectionary.

Barbie Consumer Products has also secured a presence within key High Street retailers. A new range of Barbie t-shirts will go on sale in Next, with further gift developments planned for the autumn. In addition, the first licensed merchandise will roll into Miss Selfridge.

Barbie will also be partnering with a leading 'directional' fashion retailer in developing the first ever DTR programme in the UK for the brand. This will include exclusive Barbie fashions and an accessories collection, plus cosmetics and toiletries.

"For five decades, the Barbie brand has been a beacon of fashion and we are delighted that leading fashion retailers in the UK are paying such special tributes to Barbie," said Richard Dickson, general manager and SVP, Barbie. "To see the brand coming to life in such a progressive way is especially exciting during such a critical year in Barbie history."

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