Barbie ’lifestyle’ clothing account put up for tender

Link Licensing, the merchandise licensing firm for toymaker Mattel UK, heard pitches this week from at least three agencies to launch a new Barbie clothing collection.

Link Licensing, the merchandise licensing firm for toymaker Mattel

UK, heard pitches this week from at least three agencies to launch a new

Barbie clothing collection.



US firm Mattel, which owns the doll, employs Link Licensing to license

merchandising deals for products from children’s clothing to bed

linen.



Ketchum Life, Talk Loud PR and Shine Communications are known to have

pitched for the business. This is the first time a PR campaign will be

implemented to launch a Barbie clothing range.



Barbie has traditionally targeted the three-plus age group, but is set

to launch a PR campaign to sell Barbie clothing to the six to ten year

age group as a lifestyle fashion brand.



The clothing range, which is expected to launch this spring, will be

sold through retail chains such as Debenhams and Mothercare, taking on

retail multinationals which target kids, such as Gap.



Mattel UK PR manager Sarah Allen said: ’This is an initiative to

demonstrate to the fashion media that Barbie is a lifestyle brand for

little girls.’



Barbie is the world’s best-selling doll, but despite five million Barbie

dolls being sold in the UK last year, commanding a 75 per cent share of

the pounds 77 million UK doll market, year-on-year sales growth have

remained flat.



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