Mattel is extending Barbie’s influence on fashion across Europe with a host of new deals to celebrate the style icon’s 60th anniversary year.
An impressive roll call of collabroations in several European markets is headlined by Sergio Tacchini. The internationally renowned brand that has been dressing the top tennis players for over 50 years, and is now partnering 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 girls’ outfit of t-shirt and skirt, a full range of tennis accessories, and a t-shirt to mark the anniversary.
In the UK, popular high-street retailer River Island will launch a fashion collaboration 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. At Primark an adult fashion range 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 increase from seven products to 14, targeting girls aged 15-25 with the Downtown Girls collection that will be available in 12 territories.
Elsewhere in Europe, celebrations for Barbie’s 60th anniversary in Italy will continue this autumn, as the brand secures a deal with high-end casual wear and sportswear producer and distributor, Original Marines by Filippo Larerza. Other deals include a collaboration with Patrizia Pepe, which launches this autumn, and also with Goldenpoint, which will launch a range of hosiery and legwear in 2020.
“Since her debut in 1959, Barbie has become an international icon and muse,” says Lisa Weger, Regional Head of Consumer Products, Mattel. “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.”