This year, the new “See What Happens When You Play with Barbie®” campaign arrives in Canada with a series of engaging events for fans of all ages. From launching at Spring Fling 2012 to making a grand entrance at World MasterCard® Fashion Week and taking a lead role at Toronto Fashion Incubator’s 25th Anniversary event, Barbie®invites girls and her many adoring fans to play with fashion and dress up their imaginations.
“In Barbie’s world, imagination rules, giving girls the opportunity to be anything they want to be,” said Adriana Gut, Marketing Manager for Girls at Mattel Canada. “This campaign celebrates the ‘wow’ girls experience when they play with Barbie, and the chance to try on a new career, a new fantasy, a new story, something girls never dreamed was even possible.”
For more than 50 years Barbie® has been the world’s most 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.
This spring, Barbie® kicks off “See What Happens When You Play with Barbie®” in Canada at this week-long event held at the Rogers Centre in Toronto. At Spring Fling, Barbie® opens her pink closet doors to her world and invites girls to let their imaginations and creativity soar. Onsite Barbie® activities over the whole week will offer girls the chance to become a fashion designer or choose a career that Barbie® has currently devoted herself to with the new line of I Can Be™ dolls. Barbie®: A Mermaid Tale 2, the latest direct to DVD entertainment property launching March 6 will be featured with its own role play station and photo opportunity where girls can transform from a surfer to a mermaid. Girls can also get a hairtastic makeover at the hair studio. See what happens when they play in Barbie’s world.
With Barbie® sponsoring one of Toronto’s most highly-anticipated fashion events, Barbie’s ultimate dream closet will be unveiled in the form of a high-tech installation. This installation will transport fashionistas and fans inside Barbie’s fantastical 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. During World MasterCard® Fashion Week, this augmented reality experience will be located within the major tents at David Pecaut Square.
“Toronto is one of Barbie’s favourite cities to visit, especially during Fashion Week when the city lights up with celebrities and fashionistas,” added Gut. “What more could a doll want?”
When girls play with fashion, they accessorize their imagination and no one has more accessories than Barbie®. From a fairy to fashionista and a princess to a president, Barbie’s virtual dream closet will allow every fashion lover and Barbie® fan to play with fashion and dress up their dreams.
To celebrate the Toronto Fashion Incubator (TFI) 25th anniversary, Barbie® challenged Canada’s top fashion designers to create one-of-a-kind designs inspired by her. From up-and-coming talent to notable names in the industry, Barbie® selected 25 designers that created unique fashionable pieces that can be worn as art – theatrical, fresh, optimistic and out-of-the-box wearable styles. Barbie® inspired Canadian designers to play out their dreams and challenge their imaginations. In a special runway show, Barbie® will unveil these outstanding “art-as-fashion” pieces at TFI’s anniversary gala event on May 3rd at the Royal Ontario Museum. Catch her this summer in an exclusive Flare fashion feature for a chance to see Barbie® wear these stunning Canadian designs available on newsstands June 28. Although just under a foot tall, she’s always ahead of the trends serving as model and muse to fashion lovers across the globe.