Egmont Adds to Barbie Series | License Global

Egmont Adds to Barbie Series

American icon Barbie will return this year as a firefighter, photographer and gymnast as Mattel and Egmont Creative Center continue their partnership for the Barbie I Can Be book series.

“Since the beginning, Barbie has always led the way in empowering girls and that’s one reason the Barbie I Can Be platform is so appealing to girls and mothers,” says Claudia Lucarella, senior manager, International Mattel Publishing Hub. “Barbie was the first female astronaut, the first female president. The series helps girls learn specific details about different careers–it helps them dream and aspire.”

The I Can Be book series will continue to be supported by Mattel with a range of corresponding career dolls and outfits.

“At ECC, we specialize in bringing characters to life in stories, building a universe around them and telling stories around them,” says Lone Jochumsen, editor-in-chief, ECC. “We are so excited to be able to continue developing content for the Barbie I Can Be series. Barbie is a universal symbol to girls all over the world, and the focus on career exploration and development is incredibly important for young girls.”

ECC and Mattel introduced the first series of Barbie I Can Be books in 2010. Past books have included storylines with Barbie as a pop star, zoo veterinarian, pastry chef, lifeguard, computer engineer, doctor and painter.