Kidscreen » Archive » Mattel continues the Barbiecore craze at BLE
From fashion shows to TV and movies, Mattel’s Barbie doll brand has developed a rich history with fashion and trends throughout its 60-year history. Today, Los Angeles-based Toyco is forging new apparel partnerships to capitalize on the viral Barbiecore fashion trend, bolstered by growing hype for its upcoming Barbie feature film in 2023.
Inspired by Barbie’s iconic dream house, Italian clothing manufacturer Tezenis designs a new capsule collection of candy pink blouses, crop tops, shorts and pajamas for kids and adults. The new range is expected to roll out this fall and winter and will be sold through Tezenis retail stores in the UK.
Mattel is also expanding the brand into high-end designer fashion, teaming up with the Arab Fashion Council and Lebanese fashion designer Jean-Louis Sabaji to design a new Barbie-inspired fall and winter collection. The clothes will debut in Dubai during Arab Fashion Week in October before launching on Sabaji’s e-commerce site later this year.
Pursuing new types of brand partnerships has helped elevate Barbie from its beginnings as a fashion doll line in 1959 into a diverse girl empowerment brand for children and adults, said Richard Dickson, president and COO of Mattel.
“Barbie is a pop culture icon,” says Dickson Children’s screen. “As we evolve as a toy company and expand our entertainment offerings, we are truly becoming an IP-centric company. We take the brands you know and love and express them in new forms and formats.
Another new format that Mattel has pushed heavily this year is its metaverse initiatives. In April, the toyco teamed up with Los Angeles-based developer Gamefam to release its second collaborative Roblox title, He-Man and the Masters of the Universe: You Have the Power!. The two companies first teamed up in 2020 on a racing game Hot Wheels Open Worldwhich continues to receive new content updates from the developer regularly.
“Roblox is a very important platform, and it’s part of our strategy to be where our consumers are,” says Dickson. “Our consumers are in the digital dialogue – playing games, having experiences – so we need to be in those spaces.”
Barbie and Polly Pocket are the next online brands to be brought into the metaverse via Los Angeles-based Super League Gaming’s Roblox title Livetopia. In this role-playing game, players can interact with characters in original quests; customize their digital avatars with new outfits and accessories; and explore some of each brand’s most iconic environments, including the Barbie Dreamhouse and Polly Plaza. The Polly Plaza Experience launched on Roblox earlier this month, and the Barbie Dreamhouse Experience is set to release in late September.