Mattel Makes Sheffield’s Meadowhall a U.K. First for Barbie Experience

Mattel has announced that they are working with Sheffield’s Meadowhall Shopping Centre and award-winning experiential events production company, Bakehouse Factory, to bring Barbie to Sheffield’s Meadowhall for “Barbie You Can Be Anything: The Experience,” premiering this autumn.

This new attraction builds on the Barbie brand legacy of representation of girls and women enjoying various careers. Visitors will get the chance to try out numerous career options in bespoke-designed interactive zones. Developed by the Bakehouse team, in partnership with Mattel, the attraction includes performers who will bring a high-energy, immersive interpretation to some of the careers Barbie has on her long CV.

Thousands of visitors are expected to experience the attraction during its Meadowhall residency, each enjoying 90 minutes of entertainment.

“For generations, Barbie has been at the forefront of fostering imagination and encouraging children to dream big by exploring various career paths,” says Julie Freeland, senior director, location-based entertainment, Mattel. “With a multitude of innovative, interactive zones showcasing numerous career options, ‘Barbie You Can Be Anything: The Experience’ will serve as another example of Barbie’s commitment to inspiring the limitless potential in us all.”

“We are delighted to be the first venue in the U.K. to host ‘Barbie You Can Be Anything: The Experience,’” says Darren Pearce, center director, Meadhowhall. “We’re always looking for new experiences to bring to the center that will continue to enhance our existing offering for visitors. We look forward to welcoming the world’s best-known doll brand to Meadowhall.

We hope it will entertain, inspire and educate families throughout Sheffield and beyond, and we cannot wait to see it come to life.”

“We have been working with the fantastic team at Mattel to develop ‘Barbie You Can Be Anything: The Experience,’” says Kate Statham, managing director, Bakehouse. “The Barbie brand is so much fun and so inspirational for young girls and boys – we’ve had a great time bringing this attraction to life. We are so excited to be opening the doors in September.”

The attraction opened its doors on Sept. 30 and will run until Jan. 7. It is a ticketed event for all ages. More details on where to buy tickets and opening times can be found at Meadowhall.co.uk/barbie.

Mattel will be exhibiting at Brand Licensing Europe at Stand A141.