Retail Merchandiser - November/December 2017 - 16
The Power of Play
Barbie and Crayola have joined forces to further inspire creativity and imagination.
BY BIANCA HERRON
The new line from Barbie and Crayola allows
children to customize, experiment and create
with their play experience.
When Vice President of Global
Marketing for Barbie, Sejal Shah
Miller looked to reinvent Barbie's
fashion activity line in 2016, she
knew the iconic brand had to team
up with a best-in-class partner in
the arts and crafts industry.
Ultimately Mattel chose to partner with Crayola,
the brand whose products have sparked the creative
spirit in children for nearly 115 years. The two
iconic brands will launch a new product line this
holiday season, combining the No. 1 fashion doll
with the No. 1 worldwide producer of arts and
Although Barbie and Crayola
have a longstanding relationship
in a variety of categories, including coloring books and Color
Alive, this is the first time the
brands are joining forces in the
Sejal Shah Miller,
"Crayola is about unleashing vice president of
global marketing for
creativity and Barbie is about
inspiring the limitless potential Barbie
in girls," Shah Miller says. "To com
me, it was the perfect marriage El Segundo, Calif.
of a best-in-class arts and
crafts brand partnering with
the most iconic and beloved
doll in the world."
"At Crayola, we're all about
inspiring creativity through
color and customized play
experiences, and our partnership
Warren Schorr, vice
with Barbie demonstrates this
president of busicontinued passion, says Warren
Schorr, vice president of busiand global licensing
ness development and global
licensing at Crayola.
"We know kids love fashion
and colorful design, and giving
them a way to express and create their unique
style with Barbie is a perfect fit," he continues.
"We look forward to our continued collaboration
and providing kids with innovative and imaginative activities."
According to Shah Miller, the partnership was
a "no-brainer" as both brands have significant credibility and trust with their consumers. She noted
that both brands also have high appeal and affinity
with girls and parents alike.
"It made sense from our consumer bases and
both brands' history and heritage that we would
come together to develop a new product line for
girls," Shah Miller says.