“It adds a bold pop of colour – and a 7cm height boost!”: Mattel’s Ruth Henriquez on Superga’s striking Barbie collection
Ruth Henriquez – Head of Consumer Products EMEA at Mattel – discusses why footwear remains an exciting canvas for creative collaborations.
The team at Superga on how diving into the Barbie archives helped inform its latest collaboration.
Mattel Adventure Park to boast Hot Wheels rollercoasters, Masters of the Universe laser tag and a full-scale Barbie Beach House
“Mattel Adventure Park is an amazing opportunity to bring our beloved brands to life,” said Julie Freeland, Senior Director of Global Location Based Entertainment at Mattel.
“Barbie You Can Be Anything: The Experience will serve as another example of Barbie’s commitment to inspiring the limitless potential in us all,” said Julie Freeland, Senior Director of Location Based Entertainment at Mattel.
The activation at The Corner Shop at Selfridges spans a fashion exhibition, merchandise and Barbie-inspired hair and nail services.
The Barbie range falls under the company’s new ‘Whatever Kidz’ banner.
Included in the collection are a denim skirt and jacket, a striped shirt, a dress, cap and ‘KEN’ t-shirt.
“Each launch will celebrate our optimistic spirit of individuality and connection through creative expression and play,” said Christopher Goble, Head of Merchandising at Gap.
“With the explosion of Barbiecore and the post-Covid obsession with home décor, this is the perfect moment to consider the Dreamhouse’s cultural impact and legacy,” said co-editor Whitney Mallett.
“My first experience with fashion was dressing a Barbie doll and collaborating with them on a full collection will definitely be the highlight of my career,” said Sabaji.