20 May 2022

Rubies strengthens partnership with Mattel with all-new Barbie costumes

Barbie, the top global toy property of the year*, is partnering with Rubies on a brand-new Barbie dress-up collection for 2022.

As the original girl empowerment brand since 1959, Barbie’s mission has always been to show girls they can be anything. By providing purposeful play with over 200 careers, highlighting global role models, showcasing diversity and inclusion, and leading efforts to close the “Dream Gap”, Barbie continuously strives to help kids reach their potential. As the world’s number #1 fashion doll* Barbie is an international icon and muse, continues to spark imaginations and influence conversations around the world.

The new Barbie children’s dress-up range will be available across EMEA and features popular styles including Astronaut, Ballerina and Princess costumes. Both Ballerina and Princess designs feature reversible sequins on the bodice, perfect for creating two looks in one.

The production of the officially licensed costumes for Barbie is a significant addition to Rubies’ ongoing successful partnership with Mattel, which includes some of the most iconic characters created for children’s entertainment, including Fireman Sam, He-Man and The Masters of The Universe.

Georges Ghougassian, Rubies Group Director License and Brands, says: “Barbie is known the world over for encouraging children to reach their limitless potential, whether that’s a career as a teacher, astronaut or fashion designer. As the industry leader in costumes and dress-up, our aims align as we inspire our core audience to become whoever they want to be. We are incredibly excited to be launching our latest Barbie costumes as it’s an exciting next step in our relationship with Mattel as we broaden our representation of their much-loved brands.”

Rubies official licensed Barbie costumes will be available to pre-order soon at rubiesuk.com.

*Source: The NPD Group/Retail Tracking Service/G12/JAN 2020 – DEC 2021/Total Toys/Projected USD

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