“Barbie’s brand philosophy – about empowering the limitless potential in every girl – is highly relevant in Japan,” Itochu says in a statement. “We look forward to partnering with Mattel to promote this brand purpose and develop a range of products and programs for Japanese consumers with high-fashion sensibilities, further increasing the reach of the Barbie brand in Japan.”
Itochu’s brand portfolio consists of more than one hundred fashion brands, including LeSportsac, Paul Smith and FILA in Japan.
“For more than 60 years, Barbie has proven herself as a timely and timeless fixture in pop culture globally,” says Roz Nowicki, global consumer products and franchise marketing head,
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