The biggest deal is a worldwide partnership with major skincare and cosmetics brand Sephora to introduce 15 new products, including lipsticks and mascaras, that will be promoted digitally and via Instagram.In France, the brand has also secured a fashion partnership with a high-end sunglasses brand, and will launch a professional shampoo range with Generik, Paris. Additionally, it teamed up with publishing house Assouline and announced a number of sport partnerships.In the UK, bag brand Spiral has launched a summer collection featuring Barbie logos and colourways, which was sold via Asos and TruffleShuffle. SS19 will see apparel and headwear licensee Drew Pearson launch a range of Barbie accessories in celebration of the brand’s 60th anniversary.
Primark, which supported the Barbie brand this year, has extended the partnership with a cross-category takeover planned for 2019.
In Italy, Barbie has partnered with Italian tennis sportswear brand Sergio Tacchini to launch a range of woman and girl tennis clothing and accessories, including cami tops and wristbands.
Meanwhile in Poland, Barbie has signed license agreements with Polish clothing brands Sinsay and Mohito, accessories retailer Paso and mugs and thermos cups brand Dajar. Cosmetics brand Uroda will also launch a personal care range for the brand.
In Lithuania, famous fashion designers got asked to create doll clothes, for Barbies 60th anniversary. It will be very interesting to see how things will look after they did it !