The Fab life of Barbie

2012 | CANADA

Ever since Barbie's iconic 50th birthday in 2009, the doll (and the brand) have become synonymous with fashion. With a significant presence at Toronto Fashion Week and custom Barbie fashions designed by Canadian designer David Dixon - this doll epitomizes fashionably fabulous glitz and glam.

$ 5% Overall sales increase Compared from the second quarter 2011 vs. 2012


In 2012, Mattel partnered with the Toronto Fashion Incubator (TFI) to help them celebrate the TFI’s 25th anniversary in style. 25 Canadian designers were asked to create a fabulous look inspired by Barbie, to be featured on Canadian celebrities in a star studded fashion show at the TFI 25th Anniversary Gala. The winning designer received a $10,000 cash prize from Mattel.


To make this a fully integrated execution Carat partnered with TFI sponsor and Flare Magazine, to create a one of a kind print execution sure to excite fashionistas and Barbie fans alike.  


Flare's special TFI 25th Anniversary supplement, distributed in the August issue of their magazine, featured highlights of the past 25 years of TFI designs and designers with a special treat for Barbie fans! Along with an editorial piece on the Barbie inspired fashion show and a feature on the winning design, a one-of-a-kind six page gatefold thrilled readers with a Vanity Fair inspired spread of Barbie.

Photo credit: Mattel / TFI / Flare Magazine


$ 5% Overall sales increase Compared from the second quarter 2011 vs. 2012
w GOLD Best use of content integration Media Innovation Awards 2012
& 15 000 Impressions of campaign
G 1959 year that Mattel commercialized the Barbie doll
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