Mattel’s Barbie brand and U.K. retailer River Island have joined forces to release the #BARBIE x RIVERISLANDKIDS capsule collection, due to launch this week.
“We have had an exciting year of activity for Barbie in the iconic brand’s 60th anniversary celebrations,” says Gemma Daniels, softlines manager, Mattel U.K. “We’ve expanded the franchise appeal across partners in fashion, homeware, stationary and more, and the River Island collaboration is part of a strategic move to offer kids apparel with fashion-forward collaborators.”
Inspired by dance and streetwear, the high-street apparel company is appealing to both younger and older girls (ages 0-12) with a range of clothing featuring the iconic Barbie logo as well as a monochrome and pink theme.
The collection itself is comprised of a black hoodie with holographic logo, matching pink logo tee and long-sleeved dance-inspired top. The range is designed to further Barbie’s global message “You Can Be Anything” to empower girls everywhere.