New Barbie launch taps into surprise reveal trend

Barbie Colour Reveal Dolls combine fashion dolls, surprise unboxing and water colour-change mechanic

Written by Rhys Thomas

Posted 08.01.2020 | Products

New Barbie launch taps into surprise reveal trend thumbnail

Mattel has kicked off the new year with the launch of Barbie Colour Reveal Dolls, a brand-new segment for the doll that taps into the surprise unboxing trend.

Colour Reveal taps into key trends that kids love and encourages imagination through play as little ones get to dip and swirl the doll in water to reveal facial features, hair colour, and a fun printed bodysuit. 

But the surprises aren’t over until kids unwrap seven blind bags to discover wigs, outfits, and accessories to complete the doll’s look. The packaging is part of the fun; kids can pull the strip to remove the outer layer and reveal a clear tube that can store the doll and be filled with water for the transformation moment. 

There will be multiple series of the line for 2020, with each series indicated by a new packaging colour starting with the animal-themed pink tubes for series 1, and foodie-themed green tubes for series 2, which adds 10 different dolls to collect this spring.

The new range launched in the US in late last year, immediately selling out online, and launched in the UK on 26 December with an extensive 360-degree marketing support plan. Mattel worked with top tier UK girl influencer channels to debut the dolls immediately after Christmas, who achieved 750,000 views on Barbie Colour Reveal content in the first seven days.

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