Retail Merchandiser - November/December 2017 - 17
It's Play Time
The new line allows girls to customize, experiment and create, staying true to the core of both brands. The benefit at
the end of the day for all consumers is the feeling of pride
of accomplishment, self-expression and confidence.
Some of the products will be available during the upcoming holiday season. The full line will roll out in 2018 both
domestically and internationally to retailers. The products
are accessibly priced, ranging from $9.99 to $39.99.
In addition, Barbie will launch the Barbie x Crayola
CIY (Create it Yourself ) YouTube content series in February 2018. The videos will showcase how to leverage both
Barbie and Crayola to further inspire customization and
"Barbie has a very strong and engaging platform on
YouTube with more than 10 billion views," Shah Miller
explains. "As part of our marketing plan, we'll leverage
influencers in the space and social media platforms across
The introduction incorporates Crayola's popular ultra-clean technologies to create unique crafting play with
color-in fashions, tie-die designs, stamps and confetti.
The two companies plan to continue the collaboration into 2019, ultimately expanding the Barbie fashion
activity line by leveraging Crayola's proprietary crafting
see through research that what we deem as the vision was
confirmed back to us by our consumers."
To build consumer awareness of the program, Mattel and
Crayola are developing a full 360 marketing activation
program to include PR, social media, TV and more. O
Mattel tested its new product line with girls and moms
and, in particular, found that parents not only view the collaboration between Barbie and Crayola as "highly credible,"
but they also feel both brands bring something unique and
complementary to the partnership.
"At Mattel, we pride ourselves on our research center,"
Shah Miller says. "It was a nice point in the process to