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Retailers design Barbie & Monster High-inspired lines
Oct '14
The American toy manufacturer Mattel Inc. has sealed a deal with some of the world’s leading clothiers to launch apparel collections inspired from two of its most favourite creations- the forever chic and fashion savvy 11-inch doll ‘Barbie’ and the monster movies, sci-fi horror and thriller fiction inspired doll brigade Monster High.

The company has joined hands with the likes of Wildfox, Uniqlo, Forever 21, Primark, Lord and Taylor, Top Shop and ASOS to launch a wide range of unique, trendy Barbie branded apparels and accessories for juniors and little girls.

Jessi Dunne, the General Manager and Senior Vice President, Consumer Products for Mattel, said in a statement, “This is the first time the Barbie brand has leveraged its 55 year heritage to create multiple iconic looks providing retailers and licensees a way to bring the brand to life that best targets their consumers. Our focus this year across the portfolio is turning moments into memories by securing unique partnerships that deepen the consumer's relationship with our flagship brands.”

The fashion chain Forever 21’s 29-piece range features sportswear, sleepwear, outerwear, and fashion accessories and personal care products whereas the Los Angeles-based clothing brand Wildfox has created a 1980s- inspired 12-piece collection of denim, swimsuits and T-shirts which will be available at high-end retailers like Saks Fifth Avenue, Planet Blue, Revolve Clothing, Fred Segal, Bloomingdales and Nordstrom from November 15, 2014 onwards.

Mattel’s retail collaboration for the Monster High collection includes a high end co-branded capsule collection by IKKS in France and Spain as well as a line with Swedish retailer H&M.

Also Primark, C&A, Tesco, Argos and Toy R Us will offer their versions of Monster High daywear, nightwear and accessories collections across the European, the Middle Eastern and African countries in 2015.

Founded in 1945 with headquarters in El Segundo, California, Mattel specializes in the design, manufacture and marketing of toys and family products. (PB)

Fibre2fashion News Desk - India

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