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Mattel, Warner Music Group Arts Division and iHeartMedia Bring Barbie to the Airwaves

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“Barbie Radio” will be available 24/7 on iHeartMedia.

Mattel and Warner Music Group’s Arts Music division have announced a partnership with iHeartMedia to launch Barbie Radio exclusively on iHeartRadio, iHeartMedia’s free all-in-one digital music, podcasting and live streaming radio service, and iHeartRadio Family, a stand-alone app featuring music, stories and radio stations for kids. 

Barbie Radio, the first branded radio channel from Mattel, is a 24-hour digital-only iHeartRadio station that stars Barbie as the DJ playing songs from her extensive music catalog, including tracks from her latest album, “Barbie: Big City, Big Dreams,” from the musical special of the same name now streaming on Netflix. DJ Barbie will also share stories with listeners that are designed to remind girls they can be anything. 

“Barbie has been inspiring, empowering and entertaining kids for over 60 years and we are always looking to reach fans in new ways,” says Andrea Carpenter, senior director, content distribution and partnerships, Mattel. “Leveraging Barbie’s music catalog of hundreds of original songs is one way for us to do that. Partnering with iHeartMedia gives us the opportunity to engage fans and bring Barbie’s original music to more families than ever before.” 

Mattel is expanding Barbie’s musical repertoire with DJ Barbie on Barbie Radio after recently introducing Barbie Music Producer dolls, designed to introduce girls to an underrepresented career.    

 “iHeartRadio is inviting kids and families to turn up the volume on even more hits from Barbie with the exciting launch of Barbie Radio,” says Kavi Halemane, executive vice president and general manager of digital programming, iHeartRadio. “We are excited to team up with Mattel and Warner Music to bring Barbie and her favorite music to millions of iHeartRadio listeners across the U.S.”

Mattel is exhibiting at Brand Licensing Europe. Be sure to register for Brand Licensing Europe here. 

 

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