Mattel has unveiled a multi-category lineup of apparel partnerships for its two iconic fashion brands Barbie and Monster High.
For Barbie, Wildfox has created a high-end collection featuring a combination of denim, swimsuits and tees that showcase Barbie as the original California girl, complete with retro looks highlighting Malibu Barbie from the '80s.
Uniqlo, Forever 21, Primark, Top Shop and ASOS are also signed on to offer girls of all ages a wide range of on-trend Barbie-branded clothing and accessories.
Additionally, Barbie fans can also now follow the fashion plate on her new Instagram account, @BarbieStyle, dedicated to featuring Barbie’s association with fashion, art, style and culture.
“We are really leveraging the Barbie brand's 55-year heritage to create multiple iconic looks providing retailers and licensees a way to bring the brand to life that best targets their consumer,” says María Maranesi, vice president, Mattel consumer products, Mattel. “Our focus this year across the portfolio has been to secure unique partnerships that deepen the consumer’s relationship with our flagship brands.”
The toy company has also secured a number of fashion retail partnership for its Monster High brand, with a high-end co-branded capsule collection by IKKS in France and Spain, and the first partnership with fast fashion retailer H&M. In addition, Primark, C&A, Tesco, Argos and Toy 'R' Us will continue offering Monster High daywear, nightwear and accessories collections across EMEA throughout 2015.