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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.