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The 'See What Happens When You Play With Barbie' Campaign

 - Feb 11, 2012
References: barbiewow & brandingmagazine
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.