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Mattel Unleashes Barbie ExtraMattel Unleashes Barbie Extra

Barbie’s newest iteration has been revealed…and its extra.

License Global

November 17, 2020

1 Min Read

Mattel has revealed its latest iteration of the Barbie brand with the release of Barbie Extra.

The Barbie Extra line has launched with five initial dolls, each rocking their own unique style that’s playful and over-the-top.

“Barbie is at her best when she connects to culture and Barbie Extra does just that from the name, down to every detail and accessory,” says Kim Culmone, senior vice president, global head, design, Barbie and fashion dolls, Mattel. “The dolls are fun and playful, letting kids dial up their self-expression and fashion fantasy play by showing them you can be a trendsetter at every age.”

The poseable dolls come in diverse body types, hair types and skin tones and feature elements like glitter, gummy bears, emojis, bright colors and iridescent shimmer.

The dolls are available now at Amazon, Target and Walmart.

To learn more about the history and legacy of Barbie be sure to hear the Mattel episode of the Licensing Mixtape Podcast with Robert Best, senior design director, Mattel.

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License Global

License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.

Through its print edition, website, daily e-newsletter and event publications, License Global reaches more than 150,000 executives and professionals in all major markets. The magazine also serves as the official publication for the sector’s trade events, which include Licensing Expo, Brand Licensing Europe, Licensing Expo Japan, Licensing Expo Shanghai and the Licensing Leadership Summit.




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