Mattel has just signed an extensive raft of partnerships across the fashion and creative community, celebrating the 60th anniversary of its iconic fashion doll brand, Barbie.
The roll call of deals is topped by Sergio Tacchini, the international label that has been dressing the top tennis players for over 50 years. It has now partnered with Barbie to create a tennis clothing range for women and girls.
The collection was inspired by “Totally Hair” Barbie, featuring a tank-top and skirt for women, a girl’s outfit of T-shirt and skirt, a full range of tennis accessories, and a T-shirt to mark the anniversary.
In the UK, Mattel has struck a deal with the popular high-street apparel company River Island, who will launch a collaborative fashion line for younger and older girls. The nationwide range includes swimwear, pyjamas, t-shirts, leggings, hoodies and accessories, all featuring the iconic Barbie logo on striking designs.
Meanwhile, an adult fashion range with Primark continues in 2019, building on the success of the 2018 homeware and nightwear collection.
In France, an expansion of the current range with lingerie company Undiz, sees the collaboration double from seven product skus to 14, targeting girls aged 15 to 25 with the ‘Downtown Girls’ collection that will be available in 12 territories.
Elsewhere in Europe, Italy will see the celebrations for Barbie’s 60th anniversary continue this fall, as the brand secures a deal with high-end casual wear and sportswear producer and distributor, Original Marines by Filippo Larerza.
Further deals include a collaboration with Patrizia Pepe, which comes to life in fall 2019, and Goldenpoint who will launch a range of hosiery and legwear in 2020, encouraging consumers to create their own style and providing them with the perfect element to express their individual personality.
Lisa Weger, regional head of consumer products, Mattel said: “Since her debut in 1959, Barbie has become an international icon and muse. Now celebrating her 60th year, these new deals reflect how Barbie continues to be at the forefront of fashion and culture, constantly pushing new boundaries to give girls ways to allow them to show their individuality and celebrate their own style and creativity.”