Mattel will also release the Barbie x Crayola Create It Yourself YouTube content series in February to support the new merchandise assortment.
NORTH AMERICA–Mattel and Crayola have joined forces to bring the popular art brand to the doll aisle with a Barbie fashion activity line.
The Barbie x Crayola fashion activity line will incorporate Crayola’s popular products to develop crafting play concepts like color-in fashions, tie-dye designs, stamps and confetti.
Furthermore, both companies are planning to expand the Barbie fashion activity line by leveraging Crayola’s proprietary crafting technology pipelines into 2019.
"At Crayola, we're all about inspiring creativity through color and customized play experiences, and our partnership with Barbie demonstrates this continued passion," says Warren Schorr, vice president, business development and global licensing, Crayola. "We know kids love fashion and colorful design and giving them a way to express and create their unique style with Barbie is a perfect fit. We look forward to our continued collaboration and providing kids with innovative and imaginative activities."
In addition, Mattel will launch the Barbie x Crayola Create It Yourself YouTube content series in February 2018 to support the new products. The videos will showcase how to leverage both Barbie and Crayola to further inspire customization and ignite creation.
"Barbie and Crayola are both trusted brands that inspire self-expression and we are excited to see what can be created when we join forces. Our collaboration is built on the brands' shared and complementary consumer bases, play patterns and end benefits; it made sense that we would come together to develop this new product line," says Sejal Shah Miller, vice president, global marketing, Mattel. "We know that parents value creative and imaginative play, which we can enable and enhance by offering the best products with the best partners."
Several products from the Barbie x Crayola collection are now available. The full line will roll out in 2018 both domestically and internationally to retailers.