See What Happens When You Play with Barbie

This year, Barbie invites girls to play with fashion and dress up their imaginations with a new global brand campaign. For more than 50 years, Barbie has been a popular fashion doll, inspiring girls to ‘try on’ different roles and encouraging them to play out their dreams.

The “See What Happens When You Play with Barbie” campaign celebrates the style icon and her role in delivering a never-ending array of fantasy-to-career outfits for girls to explore.

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The television advertising campaign opens the giant pink doors to Barbie’s Dream Closet and is complemented by an augmented-reality online destination, apparel for girls, and new product introductions that put Barbie, and her fashion heritage, center stage.

“In Barbie’s world, role play often leads to real life. Barbie gives girls the opportunity to be anything they want to be from a princess to a president,” said Stephanie Cota, senior VP, Global Barbie Marketing at Mattel.

“The new global campaign celebrates the ‘wow’ girls experience when they play with Barbie. After all, the only thing bigger than Barbie’s world is a girl’s imagination.”

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Debuting at the famed Lincoln Center, Barbie will unveil a larger-than-life installation of her ultimate Dream Closet complete with 24-foot tall, jewel encrusted doors leading into a two-story, 9,000 square-foot set with multiple dressing vignettes.

The New York Fashion Week installation will transport fashionistas and fans in the area inside Barbie’s wardrobe complete with augmented reality technology “mirrors” that allow users to literally doll themselves up in Barbie’s most iconic, playful and glamorous outfits from the past five decades.

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Live models also will “dress the set” adorned in high-luxe looks on loan from the Albright Fashion Library, an exclusive couture library that includes styles from Oscar de la Renta, Alexander McQueen, Gucci, Moschino, Chloe, and Burberry. opens its online doors on Feb. 9 as the brand’s first single, global digital destination.

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Rakesh Raman