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
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
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