Mattel President and COO Richard Dickson to present BLE day one keynote: ‘Barbie x Fashion’

Iconic global brand Barbie will be the star of Brand Licensing Europe’s day one keynote, ‘Barbie x Fashion’, delivered by Mattel President and COO Richard Dickson.

“Barbie is one of the world’s greatest fashion and licensing icons, collaborating with everyone from Balmain, Karl Largerfeld, Moschino and Diane von Furstenberg, to M.A.C. and River Island,” says Informa Markets SVP of Licensing Anna Knight. “And, like all fashion icons, she has evolved, disrupted, inspired and led from the front – she is the perfect star to take centre stage during BLE’s fashion themed year and it’s no surprise she was labelled ‘The forever icon’ by Italian Vogue. Thank you, Mattel and Richard Dickson – we can’t wait for your keynote at BLE in September.”

During his Barbie x Fashion keynote, taking place at 1pm on Tuesday 20 September, Richard Dickson, Mattel President and Chief Operating Officer, will take BLE visitors on a rollercoaster ride, looking at Barbie’s amazing legacy to date and heralding the remarkable runway that lies ahead.

Brand Licensing Europe is Europe’s leading trade event and takes place from 20-22 September 2022 at ExCeL London. Registration is free and open now.

Richard Dickson first joined Mattel in 2000 and, in his role, he leads Mattel’s portfolio of global brands, overseeing innovation strategy, design and development, and brand marketing. He also oversees franchise management, which includes licensing and merchandising, episodic content, live events, and digital gaming.

During his time at Mattel, Richard Dickson has grown some of the world’s most powerful and purpose-driven brands, including Barbie – the most diverse line of fashion dolls – and Hot Wheels. In 2021, Barbie was the #1 toy property globally, Hot Wheels was the #1 vehicle property globally, and Fisher-Price was the #1 Infant, Toddler, and Preschool property globally, per The NPD Group.

Forever 21 x Barbie launches in-store, online and in the metaverse

On the heels of launching a new brand campaign entitled ‘Forever LA’, leading fashion retailer Forever 21 has announced its latest collaboration with Barbie.

The new limited-edition collection includes a range of on-trend vintage-style apparel items, swim, sleepwear, beauty and accessories as well as home décor, inspired by the Barbie DreamHouse. The collection will be simultaneously available in-store, online, and in the Forever 21 Shop City experience on Roblox.

Forever 21’s experience for Roblox was created in partnership with the Virtual Brand Group (VBG), a web3 fashion designer, game developer and retailer that creates immersive metaverse experiences for global brands’ web3 businesses, and which was recently awarded “Best Digital Product” by Licensing International. The metaverse collection was created by VBG’s global multicultural design team working across five countries.

The Forever 21 x Barbie collection meticulously replicates its real-life inspiration and campaign using Roblox’s latest Layered Clothing technology powering hyper-realistic 3D clothing that fits any avatar body type. The designs feature real-world fabrics and details like intricate stitching on the collection’s Malibu Denim Jacket, embossed art, beadwork, and textured fabrics on jumpsuits, dresses, hoodies, iconic t-shirts, trucker hats, and jelly bags. Fans globally can now follow the “#TwinWithYourAvatar” trend.

“Barbie, a SoCal native, plays in the same inclusive, empowering and fashionable space that our customers love, appreciate and have come to expect from our business,” says Winnie Park, CEO at Forever 21. “We are thrilled to offer shoppers unexpected line extensions that include Barbie in-store and online and virtual fashions in the metaverse. This was the perfect collection to launch first, under our Forever LA umbrella.”

Another in-store and online first for the fashion retailer, Forever 21 will be offering the Barbie Fashionistas, the most diverse doll line on the market, which celebrates an inclusive view of beauty and fashion, representing a range of body types, skin tones, eye colours and unique physical traits.

Available at all Forever 21 locations, the Barbie Summer 2022 Collection celebrates inclusive fashion with sizes ranging from XS up to 3XL and offers an additional assortment for kids. Prices range from $6.99 – to $54.99, and pieces will be available for a limited time only at Forever 21 stores, on the Forever 21 App, and online on The new inclusive fashions can also be acquired in the Roblox Avatar Shop and worn by any avatars on the platform.


Immersive touring attraction to bring The World of Barbie to life

Kilburn Live, a specialist in branded live entertainment, has revealed a partnership with Mattel, Inc. for a new upcoming immersive attraction: World Of Barbie.

Created in partnership with the leading global toy company, Kilburn Live’s interactive exhibition will allow fans the unique opportunity to step directly into Barbie’s inspiring world, where they can explore her iconic Dreamhouse, walk down her neighbourhood streets into various interactive rooms, and even sit in her one-and-only, life-sized Camper Van, fabricated by the team at West Coast Customs.

World of Barbie launches this summer in Toronto, Canada. From Toronto, the attraction will travel to multiple cities across the United States, with anticipated markets including New York, Chicago, Houston, Los Angeles and more.

World of Barbie was designed for multiple generations to interact with and features several visually stunning activations inspired by some of Barbie’s most celebrated careers and playsets, including:

  • Barbie Dreamhouse – Explore intricately designed rooms and jaw-dropping photo ops in Barbie’s Dreamhouse, set on the beach in Malibu. Guests can start their own patio party complete with a DJ kit to mix their own music ‘poolside’.
  • Barbie Camper Van – Brought to life by Ryan Friedlinghaus and his team at West Coast Customs, World Of Barbie will feature a life-sized working Camper Van parked in front, allowing guests to climb in the driver’s seat, hang out in the hammock or look for several hidden surprises tucked away inside this ultimate road trip vehicle.
  • Fashion Studio – Walk the pink carpet and strike a pose inside one of six oversized iconic Barbie boxes.
  • TV Studio – LIVE from World of Barbie it’s The Barbie Show, where visitors become a news anchor delivering headlines in front of various TV studio backdrops, interviewing important guests or giving the weather report.
  • Space Center – Board a spacecraft and blast off in Barbie’s shuttle while enjoying the view of stars in the galaxy. Interact with mission control, track objects on the radar or use the audio transference device to listen to the various sounds of space.

World of Barbie will also house a themed Barbie café sharing the same Barbie aesthetics as the immersive attraction.

In addition, the attraction will celebrate the history of the beloved brand with a dedicated area where visitors can see Barbie’s evolution across multiple decades.

“We were asked to bring Barbie’s playset to life. Who can say no to that opportunity?” says Kilburn CEO Mark Manuel. “Barbie is as relevant today as she was when she was first introduced to the world 63 years ago, if not more. I watched my daughter live and play in her world, I believe it helped shape her sharp and lively imagination, just like it has for millions of other children growing up. So there were a lot of reasons we needed to get this right.”

“Throughout her history and numerous careers, Barbie has represented a world of limitless potential,” says Julie Freeland, Senior Director of Location Based Entertainment at Mattel. “With this exquisitely designed attraction we were intentional about delivering an exciting experience that would leave younger fans with the sense that they could do anything or be anything. And, for those who grew up with Barbie, we wanted to spark a little bit of nostalgia, give these fans a chance to step back, reinvent themselves, if only for an afternoon, and spend a day in the Dream Life!”

World of Barbie will kick off in Toronto this summer in a standalone space at Square One, Canada’s foremost fashion, lifestyle and entertainment destination, before travelling to multiple cities across the United States next year.

Tickets for the Toronto engagement go on sale on May 21, 2022. To register for Toronto tickets or receive information on future tour dates, visit

The announcement comes on the heels of Kilburn Live’s recent successful ventures in the live entertainment space with The Dr. Seuss Adventure, NERF Challenge and The Search For Snoopy: A Peanuts Adventure activations, with The Game Room: Powered By Hasbro set to open later this year. The company is also behind the hit NightGarden franchise in Miami, Florida and another in The Kingdom of Saudi Arabia.

To learn more about Kilburn Live, visit


Kokomo teams with Barbie for Primark beauty collection

Award-winning licensed toiletry specialist Kokomo has debuted a collaboration with the iconic Barbie brand across a new Health & Beauty range.

The brands have collaborated on a dynamic, inclusive, and inspiring collection for consumers, that celebrate diverse dolls, iconic Barbie logos and graphics, and encompass the Kokomo brand missions; ‘Be Kind to Your Mind’ and ‘Just as You Are’.

The collection of 17 products launches exclusively at Primark across accessories, skincare and cosmetics and is available in-store now. The range has been designed to provide a one-stop-shop for adult Barbie fans with items ranging from £1.50 – £7.00.

Laura Jealous, Kokomo’s Sales & Marketing Director, says: “We are delighted to be working with Mattel on such an iconic brand with an important message to inspire and empower. Working together we have designed a beautiful collection of Health & Beauty products which we can’t wait to see in stores.”

Visit the Kokomo website for more details:

Barbie x 7th Heaven encourages consumers to Be Good to Yourself

UK-based face mask specialist 7th Heaven has teamed up with iconic brand Barbie for the Be Good to Yourself collection, consisting of three vegan, cruelty-free face masks to encourage self-care. The collection launches this month with prices ranging from £2.49 and is suitable for ages 8+.

The collection comprises:

‘Strong Girls Make Waves’ Pink Neon Toning Peel-Off – a refreshing aloe vera and grapefruit peel formulation, containing naturally occurring AHAs to help promote brightening and smoothing of skin through increasing the rate of cell renewal.

‘Radiate Friendship’ Pink Rose Cleansing Clay mask – with a blend of cocoa and marula oil, this mask has been specially formulated to soothe redness and blemishes to improve skin complexion. This formulation also contains willow bark, a natural source of salicylic acid.

‘You’ve Got This’ Pink Chocolate Purifying Clay mask – contains a rich blend of cocoa butter, shea butter and sweet almond oil to lock moisture into the skin.

7th Heaven founder Gregory Butcher says: “I’m very excited to announce our Be Good to Yourself range in collaboration with Barbie. The essence of both brands is to promote empowerment and wellness, leading to a match made in heaven. Your future belongs to you – so make sure you Be Good to Yourself!”

Ruth Henriquez, Head of Consumer Products, Mattel EMEA, adds: “We are delighted to be partnering with 7th Heaven to introduce this new range of products, this is an exciting new category launch for the Barbie brand with lots of opportunity across the region.”

Find out more about the range at Shop the collection online on Amazon.


River Island and Barbie launch Just Be EXTRA! collection

Barbie – the world’s number-one fashion doll – and high street retailer River Island have teamed up for the second time for another fashionable kidswear collection.

The new collection is inspired by the Barbie EXTRA bold statement fashion dolls, with a range of apparel that includes playful and over-the-top slogan t-shirts, iconic matching lounge sets and more.

The ‘Just Be EXTRA!’ collection marks the second collaboration for the brands, following the sell-out success of their first partnership.

River Island says: “Let your little girl reach for the stars and rock her own unique style with our second RI X Barbie collection. Being a girl has no limits and neither do her clothes. More is always more!”

The collection campaign includes an influencer takeover on River Island’s social channels.

Barbie x River Island is available in 67 stores and online. The range is aimed at girls aged 3-16 years, with prices starting from RRP £15.


Barbie x Núnoo collection launches on MyBag

MyBag has partnered with Núnoo, the Danish bag and accessories brand, and iconic doll brand Barbie, to launch an exclusive collection that launched in line with Barbie Day on 9 March. 

The capsule collection comprises six exclusive bags, including a re-envisioned version of the iconic Helena and Honey bags, a phone pouch and an AirPod holder, in either hot pink, light pink or black, with a hint of sparkle.  

Inspired by the concept of Barbie going to Copenhagen, the partnership combines the laid-back Scandinavian style of Núnoo with the iconic colours and branding of Barbie. Each bag is accessorised with an iconic Danish bicycle keyring with Barbie branding, to tie the theme together. 

MyBag is celebrating the new collection with a vibrant campaign featuring the ultimate girl gang, inspiring fun and confidence in personal style. In line with the MyBag ethos, the campaign promotes self-love and kindness, with the slogan ‘Together we shine with Barbie x Núnoo’.  

The collection will be stocked exclusively on 

Barbie links with Balmain for fashion collection and NFTs

Mattel has announced a collaboration between its Barbie brand and French luxury fashion label, Balmain. Developed as a celebration of both Barbie and Balmain’s combined impact on fashion and greater culture, the two brands are launching a new global ready-to-wear fashion and accessories collection. 

The venture also marks the first time Barbie is entering the digital art world. Together, the two entities are dropping three one-of-a-kind NFTs of distinctive Barbie and Ken avatars. Styled in complete looks from Balmain’s designs, each is accompanied by a one-of-a-kind bespoke set of Barbie-sized Balmain pieces, creating a unique digital and physical art collection.

These Barbie x Balmain NFTs will be available exclusively through Mattel Creations, via an online auction hosted on mintNFT.

From a nostalgic 1990’s-era Barbie logo to a “Barbie pink” Pantone to Barbie’s iconic packaging,  the Balmain 50+ piece collection intertwines the toy’s signatures with the label’s hallmarks, like its marinière and Labyrinth patterns.

To mark the partnership, Barbie and Balmain have a launched digital campaign, which depicts the ready-to-wear and accessories collection on Barbie avatars.

For more information on the Barbie x Balmain collaboration and to join the Barbie x Balmain MintNFT fireside chat on 1/11, visit The Barbie x Balmain ready-to-wear and accessories line will be available for purchase at Balmain stores,, Mattel Creations and retailers worldwide beginning January 13.

Barbie and Rue des Mille launch “Just As You Are” campaign and jewellery line

Ahead of BLE, Barbie has debuted a new parter in Italian jewellery brand Rue des Mille.

Barbie’s can-do spirit, which exhorts girls to believe “You Can Be Anything”, is at the heart of the new jewellery line’s “Just As You Are” campaign, which stars real women living authentic lives.

Rue Des Mille’s aim is to tell stories through its collections, “transforming dreams into elegant, fun and versatile accessories”. Designed for adults, the special-edition Rue des Mille for Barbie collection will be distributed online and in concessions across Italy, from this week.

The collection is comprised of 10 fashion-forward pieces inspired by Barbie, including hoops, a chunky link bracelet, a velvet choker, rings, and more.

The campaign is fronted by Italian dancer Giulia Stabile, whose unique personality and dance moves have dazzled on TV shows and marked her out as a rising star.

“Barbie is more than an icon; it is also a brand with which we share visions and values,” says Federica Pieroni, Marketing Director of Rue des Mille. “Our jewels have always tried to illuminate the modern women who make their dreams reality, without ever forgetting their style and identity.”

“I am thrilled to announce the partnership with Rue des Mille,” says Andrea Ziella, Head of Marketing & Digital at Mattel Italia. “Since her debut in 1959, Barbie has become an international icon and muse.  Today, Barbie is the world’s number-one fashion doll and continues to spark imaginations and influence conversations. From female firsts to famous collaborations, Barbie is a reflection of the times – a snapshot of pop culture. Our new partnership encourages imagination and creativity and we are proud of this collection which allows fans to express themselves also through fashion.”


Barbie and River Island collaborate on new girlswear collection

Barbie and high-street retailer River Island have teamed up to launch a new girlswear collection. This marks the second collaboration for the brands, following the sell-out success of their first partnership.

The collection is inspired by sports athleisure and features lush pink velour tracksuits, sporty crop tops, trainers, leggings and hoodies, including sets that are designed to be worn together or mixed and matched. Key pieces feature Barbie motifs and slogans such as ‘You Go Girl’ and ‘Stay Strong’, designed to empower mini fashion icons.

Gemma Daniels, Mattel’s Head of Softlines EMEA says: “Barbie’s appeal transcends categories and ages, and following the successful launch for Barbie’s 60th, we are excited to partner with River Island once again to offer a fashion-forward collection of kids’ apparel that will excite girls and mums alike.”

The collection will launch with a dedicated social campaign featuring River Island’s ‘mini-insiders’ modelling their favourite looks from the collection.

Barbie x River Island is available now online and in selected flagship stores. Prices start at £15.