Mattel signs Sugababes

News

Ronnie Dungan Mar 27 2007, 3:45pm

Mattel has teamed up with girl band the Sugababes to create a new themed Barbie doll collection, which will hit stores in May.

Launched in this month's Toy News, Mattel UK MD Jean-Christophe Pean commented on the new collection: "Barbie is having a phenomenal start to the year, increasing her share for the last seven months with double digit growth every week in 2007. This exciting collaboration will bring another hot band into the Barbie portfolio, building on the success that we had with Girls Aloud in 2005. Barbie is yet again at the cutting of edge of what is hot in a girls' world; her interests, aspirations and dreams. Sugababes are the top selling female act of the century, what better company is there for the top-selling doll?"

The Sugababes Styled by Barbie collection has been created based on the band's own look and the fashion trends of the season - voluminous shapes, embroidery and embellishment. The doll collection comprises a set of three individually designed Barbie dolls, each with an accessory personal to the band member.

Extensive marketing support will include a unique TV commercial featuring the band and widespread media activity plus exclusive interviews with the girls.