Embargo: 4th February 2009
Barbie® celebrates 50 years as a global super-brand
The International Toy Fair in Nuremberg kicks off a year of celebrations
Barbie is set to steal the show at this year’s International Toy Fair in Nuremberg, as the world’s most popular doll turns 50. The toy industry’s leading fair, taking place from 5th-10th February 2009 marks the beginning of a year of celebrations to mark Barbie’s five decades as a Fashion Icon, Princess of Pop culture and global brand powerhouse.
Barbie’s 50th Anniversary celebrations kick off with the Novelty Show on 4th February which looks back at Barbie’s five decades at the height of fashion, and also looks to the future with the unveiling of a new look Barbie doll for 2009.
The most popular fashion doll of all time has inspired generations of girls to dream, discover and celebrate their girlhood - from fashion to fantasy - all in a world without limits. In a highly competitive and fast moving category, Barbie has achieved enduring global success, becoming the number 1 worldwide property in the traditional toy industry. Five decades after Barbie was created by Mattel co-founder Ruth Handler, Barbie is available in 150 countries around the world with three dolls sold every second. Mattel employs hundreds of people including 50 designers and 12 hairdressers under the Barbie brand, with over 800 companies producing everything from clothes to bedroom furniture.
While the Barbie brand’s roots are as a fashion doll, over the last 50 years it has grown into a fashion and lifestyle brand spanning more than 45 product categories including DVDs, apparel, accessories and cosmetics. Today, when traditional toys compete with the internet, games consoles and mobile phones for girls’ attention, Barbie is still at the forefront of entertainment for girls with BarbieGirls.com. The world’s first global, totally interactive online virtual world, designed exclusively for girls, BarbieGirls.com has 18 million registered users. Within three months of launching in April 2007 it was recognised by the industry as ‘the fastest growing virtual world ever’.
2009, Barbie’s 50th anniversary year will be marked with celebrations around the world including a fashion show at New York Fashion Week. Girls around the world will also experience Barbie through exciting new initiatives on the internet and at retail, and through a collection of celebratory must-have products. New launches include the $30 million House of Barbie, an eight floor emporium on Shanghai’s premier shopping street Huai Hai Road, which will house a spa, museum and two eateries, as well as 35,000 square feet of retail space.
“For five decades, the Barbie brand has been a beacon of fashion, inspiration and girlhood around the world. 2009 represents a new chapter in the Barbie brand’s history - one which will be our most exciting ever to add to the Barbie legacy. We are approaching the brand as a fashion brand, managing it with a distinct Barbie style and voice - from advertising to product to the web. Everything we do will be unapologetically all-girl, playful and distinctly ‘Barbie.” said Richard Dickson, General Manager and Senior Vice President, Barbie.
ENDS
Ogilvy Broadcast is satellite feeding a news package from the International Toy Fair on 4th February 2009. If you would like to receive the satellite feed, please contact a member of the team for more information.
Ogilvy Broadcast is offering live and/or pre-recorded satellite interviews from the International Toy Fair with senior Mattel executives, including:
Richard Dickson, General Manager and Senior Vice President, Barbie
Bryan Stockton, President of International, Mattel
To arrange an interview on 4th February 2009 or order B-roll running footage, please contact
Viviane Borges Viviane.borges@uk.ogilvypr.com +44 (0) 207 309 1030
Rachael King Rachael.king@uk.ogilvypr.com +44 (0) 207 345 3425
Ricky Vazquez ricky.vazquez@ok.ogilvypr.com +44 (0) 207 309 1269
Notes to editors
FAST FACTS
- Barbie’s real name is Barbie Millicent Roberts
- Barbie is from Willows, Wisconsin, and went to Willows High School
- Ruth Handler, co-founder of Mattel, brought her vision of a three-dimensional doll to life with the introduction of Barbie in 1959
- Barbie first appeared in the now-famous black-and-white striped swimsuit and signature ponytail
- Barbie has four sisters Skipper (1964), Stacie (1992), Kelly (1995) and Krissy (1995)
- Barbie’s first pet was a horse named Dancer
- The first Barbie doll sold for $3.00
- Barbie’s signature color is Barbie pink - PMS 219
- Barbie’s first boyfriend, Ken, debuted two years after Barbie in 1961
- Ken was named after the son of Mattel founders Ruth and Elliot Handler
- Ken and Barbie broke up on Valentine’s Day in 2004 after being together more than 43 years
- The best-selling Barbie doll ever was 1992 Totally Hair Barbie, with hair from the top of her head to her toes
- Barbie has been outfitted by more than 70 famous couturiers
- Barbie has had more than 108 inspirational careers
BY THE NUMBERS
- 1 billion - fashions have been produced since 1959 for Barbie and friends
- 105 million - yards of fabric that have gone into making Barbie and friends’ fashions, making Mattel one the largest apparel manufacturers in the world
- 74.5 million - results received from googling Barbie
- 18 million - registered users worldwide on BarbieGirls.com
- 300,000 - Barbie dolls sold in 1959
- $27,450 - cost of the original 1959 Barbie doll in mint condition
- 300 - Facebook pages in her likeness
- 108 - Careers Barbie has had in her lifetime
- 1,000 - YouTube Channels dedicated to Barbie
- 100 - people, designers, seamstresses, pattern makers and stylists needed to create a single Barbie outfit and look
- 100 - careers Barbie has had in her lifetime
- 90 - percent of girls ages 3-10 who own at least one Barbie doll
- 70 - famous designers who have outfitted Barbie
- 50- pets including dogs, horses, ponies, cats, a parrot, a chimpanzee, a panda, a lion club, a giraffe and a zebra Barbie has owned
- 50 - different nationalities Barbie has represented
- 43 - years Barbie and Ken were together
- 15 - fine artists who work on one Barbie using water-based acrylics and tiny sable brushes
- 14 - chart-topping, direct-to-DVD movies Barbie has starred in
- 12 - average number of Barbie dolls girls ages 3-6 own
- 11.5 - inches Barbie stands tall
- 7.25 - ounces, Barbie’s weight
- $3.00 - Cost of the first Barbie doll sold in 1959
- 1-Barbie is the No. 1 doll property in the US and the No. 1 worldwide property in the traditional toy industry
Satellite Feed details:
Date - 04/02/09
Time - 10.45 - 11.15 GMT (11.45 - 12.15 CET)
Satellite - AB1
Transponder - B6
Channel - 3
Uplink: 14,461.7 Horizontal
Downlink: 11,161.7 Vertical
FEC: 3/4
Symbol rate: 5.632
For Technical and All Sat Queries Contact:
Adam Bennett
T: +447825 283 766