Mattel ramps up Barbie’s 60th celebrations with swathe of European deals

The hit fashion doll brand Barbie has secured a raft of new European deals to take it through to its 60 anniversary year in 2019, spanning from apparel collections to confectionary and new sports partnerships.

France has secured a worldwide deal with the skincare brand, Sephora, and will be introducing 15 new products including lipsticks, mascaras and more. Each will be supported with digital and Instagram communication. 

Meanwhile fashion collaborations include partnerships with a celebrity-connected, high-end sunglasses brand and with an offset and fantasy immersive state of the art apparel and hats designs.

Further launches in the French market include a professional shampoo range from Generik, Paris, a publishing partnership with Assouline plus sport partnerships.

In the UK, bag brand Spiral will launch a summer collaboration with a range of festival and back to school influenced backpacks and bum bags. The partnership includes international partners ASOS and TruffleShuffle. In SS19, apparel and headwear licensee Drew Pearson will launch a range of Barbie accessories as the brand enters the 60 anniversary.

High Street retailer Primark has so far successfully supported the Barbie brand in 2018 and will be extending the partnership in 2019 with a cross-category takeover.

Italy will see an exciting launch with Sergio Tacchini, the Italian tennis sportswear brand who will be launching a range of woman and girl tennis apparel and accessories, including tank tops and wristbands.

Other launches will follow during the year in different categories, including chocolates and confectionary from Caffarel and Zaini

In Poland, we will also see a broad range of launches, including apparel collections from Sinsay and Mohito, school bags and accessories from Paso, mugs and thermos cups from Dajar plus adult and girls personal care from Uroda. 

About Robert Hutchins

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

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