Egmont Creative Center working on new Barbie content

Firm teams with Mattel on latest I Can Be stories.
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Egmont Creative Center is working with Mattel to develop content to release to international publishers for five new stories in the Barbie I Can Be series.

The new story titles will include martial arts, gymnastics and tennis. In addition, Barbie will become a firefighter and a photographer.

"Since the beginning, Barbie has always led the way in empowering girls and that's one reason the Barbie I Can Be platform is so appealing to girls and mothers," said Claudia Lucarella, senior manager international, Mattel Publishing Hub. "Barbie was the first female astronaut, the first female president. The series helps girls learn specific details about different careers - it helps them dream and aspire."

Lone Jochumsen, ECC editor in chief, added: "We are so excited to be able to continue developing content for the Barbie I Can Be series. Barbie is a universal symbol to girls all over the world."

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