To celebrate Barbie has a style icon, Mattel is launching an interactive campaign called 'See What Happens When You Play With Barbie.' The initiative is all about the world of Barbie -- more specifically, Barbie's closet of endless outfits and fashions -- that little girls will get to explore.
The 'See What Happens When You Play With Barbie' campaign includes a commercial directed by Floria Sigismondi that showcases Barbie's Dream Closet as well as the doll's fashionable dream world, an all-pink cloud with glittery pink shoes and purses. Along with the commercial, Mattel will unveil a real 9,000-square-foot, two-storey Dream Closet complete with jewel-encrusted doors and filled with Barbie outfits at the Lincoln Center for New York Fashion Week. Here, visitors will be transported into Barbie's high-tech wardrobe, which features augmented reality mirrors that show you how Barbie's most iconic and fabulous outfits would look like on you.
Why This Trend Is Growing
- Interactive Campaigns
- The 'See What Happens When You Play With Barbie' campaign demonstrates the potential for interactive campaigns to engage consumers.
- Augmented Reality Mirrors
- The use of augmented reality mirrors in Barbie's high-tech wardrobe showcases the disruptive potential of this technology in the fashion industry.
- Fashion Week Innovations
- The introduction of a real Dream Closet at New York Fashion Week highlights the opportunities for innovative and immersive experiences in the fashion industry.
Industries Being Reshaped
- Toy Manufacturing
- The 'See What Happens When You Play With Barbie' campaign demonstrates new possibilities for engaging children and showcasing the potential of toy manufacturing.
- Retail
- The immersive and interactive elements of Barbie's Dream Closet at New York Fashion Week showcase the disruptive potential of retail experiences.
- Fashion
- The fashion industry can explore the use of augmented reality mirrors and immersive experiences to enhance the shopping and fitting process for customers.
