Barbie Licensing Activations Take Over The Corner Shop at Selfridges

Ahead of the “Barbie” movie, which opens in theaters globally on July 21, Selfridges London has turned pink with exclusive Barbie-inspired activations as Barbie takes over The Corner Shop at Selfridges.

Barbie licensing activations include “Barbie at The Corner Shop,” windows along the store’s famous frontage displaying official movie costumes, Barbie pop-up in The Toy Shop and The Cinema at Selfridges presenting back-to-back “Barbie” movie screenings.

Selfridges customers can enjoy the Barbie Dream Wardrobe Rental by Selfridges Rental, curated by stylist and art director, Theo White, featuring looks from the doll’s 64-year history, with outfits from the ’70s, ’80s and ’90s. Fans can also pay tribute to Barbie’s 250+ careers with looks inspired by Dream CEO Barbie, Dream Fairytale Barbie, Barbiecore edits and more, inspired by what Barbie would wear today and presented against a spectacular backdrop.

“Barbie is such an interesting pop culture icon,” says Judd Crane, executive buying director, Selfridges. “We fell in love with the idea of Barbie shopping and spending time at Selfridges. We’ve been following the creative trajectory of the World of Barbie over the last decade, embracing inclusive attitudes and positivity. The Barbie brand today and new movie inspired us to take action and bring Barbie to life for this conceptual take on Barbie’s dream world.”

Related:Barbie Licensing: Brand Collaborations to Celebrate an Icon

Earlier this week, License Global’s Ben Roberts attended an event in London’s Trafalgar Square to look at the “Barbie” movie collaborations celebrating an important moment in the brand’s 65-year history.

Barbie Dream Disco window at Selfridges, London, featuring "Barbie" movie costumes

Barbie at The Corner Shop

Barbie at The Corner Shop will also host bookable beauty looks by Lisa Eldridge, Barbie-inspired hair and nail services, photo moments and a host of shoppable items that Barbie (and Ken) might select for their own Dreamhouse and wardrobe. Official “Barbie” movie merchandise includes a “Barbie” the movie toy line, Impala x Barbie Roller Skates and more.

Two Selfridges windows adjacent to the main store entrance have turned pink with two “Barbie” movie scenes re-created in London. A Barbie disco scene features the official costumes with the sequin jumpsuit worn by Margot Robbie and the white and gold jumpsuit worn by Ryan Gosling, making Selfridges the only place in the U.K. to see the real-life movie costumes. Barbie’s dressing room scene has also been re-created, featuring the pink and white gingham dress and two-piece skirt suit worn by Robbie in the film.The Barbie brand also has takeovers at Selfridges Trafford, with dolls from the movie and other Barbie merchandise. Selfridges Birmingham will host a Barbie destination, including a selfie moment and “Barbie” movie merchandise

Related:Best Day Ever: Behind the Barbie Licensing Collaborations