I’m a big fan of the icons, but sometimes even the most established brand comes to a point where evolution is an absolute necessity. For Mattel’s BARBIE line, evolution is something perhaps long-overdue – a result of changing times and ideals, and even Mattel admits (in a video on TIME) that today’s announcement comes partially-rooted in what’s most important to shareholders – sales have been slumping, and something had to be done. For the past two years, in a time when Barbie has gone through much scrutiny, behind-the-scenes a team of around 20 people at Mattel were hard at work on a secret initiative called “Project: Dawn.” The result is the biggest change in Barbie ever – a new line of Fashonistas that feature 4 body types (three new: Curvy, Tall and Petite), 7 skin tones, 22 eye colors, 24 hairstyles, and countless on-trend fashions and accessories. Take a look at the introductory video…
There will be dozens of combinations released in the year ahead, with many available for order or pre-order exclusively from the official Mattel Shop for now. So far, 33 new dolls have been revealed. See them all here.
2016 doesn’t stop with the launch of Fashionistas, as the all-new SPY SQUAD is in-stores now, with the Career of the Year (Game Developer) doll out this summer, along with a special President and Vice President Collection. Stay tuned!
