Mattel celebrates Barbie x Smiffy’s awards win

The recently sealed collaboration scooped Best Licensed Dress-Up / Partyware Range at the Licensing Awards this week

Written by Rhys Thomas

Posted 13.09.2019 | Products

Mattel celebrates Barbie x Smiffy’s awards win thumbnail

Barbie scooped ‘Best Licensed Dress-Up / Partyware Range’ at the 2019 Licensing Awards, after recently announcing its licensing deal with adult dress-up partner Smiffys.

Against strong competition from the likes of L.O.L Surprise, Marvel, Toy Story, Roald Dahl and Elmo, the recently announced collaboration reigned supreme and scooped the award at a ceremony earlier this week.

The Barbie x Smiffys partnership celebrates the brand’s 60th anniversary, with a special edition fancy dress range that re-creates the iconic look of the first ever Barbie doll. 


Connecting with pop culture and adult fans, the collection's hero product (pictured, above) is a new costume consisting of a sequin body, pink fluffy coat with printed lining and sunglasses, all presented in an exclusive Barbie-branded gift box. The wider range includes a life-size Barbie box, an 80s aerobic-inspired Barbie look and, of course, Safari Ken.

Helen Genia, Head of Licensing UK & Hardlines EMEA Consumer Products, Mattel says: “We are delighted to have accepted this award with the help of our fantastic partner Smiffys. 2019 has been a monumental year as we celebrated the brand’s 60th anniversary in March, and as the number one fashion doll in the world, it’s exciting to see some of Barbie’s most iconic looks brought to life for everyone to recreate.”

The range will be available on Smiffys direct and Amazon, with a PR and influencer campaign to support the launch of the range activated in October.

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