The Barbie Store has opened in Buenos Aires. It is an immersive experience where girls can shop for clothes, have their nails and hair done, peruse the latest dolls and buy Barbie accessories such as wristwatches, two-way radios and play laptops. And, of course, there are doll, dolls and more dolls.

Entry is free, although admission to the Casa de Barbie, the fantasy-land, is about $10. A manicure runs about $6, hair braiding costs as much as $20, and an elaborate “Barbie Full Style” hairdo can set Mum back $38. And, I have no doubt that every little girls leaves with a doll with the latest outfits as well. What a great concept - sell the dolls and the Barbie experiences as well – what a money spinner!

This concept is Mattel’s first experiment with experiential marketing and unsurprisingly it has been such a success that ‘Barbiedom’ may be replicated globally. But is doesn’t stop there……….

Next year Barbie turns 50 so will it be time for Barbie to slow down and start wearing comfortable shoes? Absolutely not. Mattel Inc. plans to market Barbie as a fashion brand. Mattel Inc. is sponsoring New York’s Mercedes Benz Fashion Week and is also the first toy company to agree a three-year partnership with the Council of Fashion Designers of America. Designers will be creating life sized outfits that reflect the ‘world of Barbie’ for a catwalk show at February’s New York fashion week. “For many young girls, [Barbie is] their first association with fashion and dressing up and changing clothes,” Fern Mallis, London Fashion Week New York. 

So Barbie goes high fashion. It is also rumoured that Mattel want to launch ‘Plastic Smooth’ a make-up line with skin care treatments. The new Barbie fashion collection will go on sale internationally with ‘The House of Barbie’ flagship store planned for Shanghai. Here girls and women will be encouraged, say Mattel to, ‘nibble on truffles, smear on pink-tinted mud masks and shop for clothes for themselves and their dolls’.

 Clearly, for Barbie, life begins at 50.

By Lisa Woodward on November 17th, 2008

Tags: Experiential marketing, New Product Development, Sponsorship