Passion for fashion
Barbie makes impact at BLE
Barbie has partnered with leading creative events agency, Event Concept, to develop an immersive kid’s fashion event which was unveiled at this year’s Brand Licensing Europe. The event was a showcase of the Barbie kid’s fashion statement, celebrating what makes the brand so iconic.
Lisa Weger, Head of Consumer Products, Europe, says: “Our success and the continued work we do within the fashion industry, along with the work that we have done with our role models campaign, certainly plays a part to keep us relevant and part of society’s conversation. We are celebrating the development of our kid’s fashion statement and the special relationship that a girl has with her Barbie that will allow us to develop Barbie as a true lifestyle brand.
She continues: “2019 is going to be an exceptional year for Barbie; celebrating the 60thanniversary for this iconic brand is very special and we will have a range of partnerships and activations across the franchise, and around the world! The catwalk event is a celebration of the brand’s heritage and introduces new designs, that will feature in Barbie’s Spring/Summer apparel collections across the region in 2020. It will present to our current and prospective partners, the opportunities this brand has across categories.”