Barbie to take star role in Nickelodeon TV show

Mattel has furthered its strategy of turning Barbie into a multimedia brand by signing a programming deal with children’s television station Nickelodeon which will see the doll star in her own soap opera.

The agreement gives Barbie her first animated TV show, called Barbie Zone. It will take the form of a 24-episode storyline, with each episode repeated every day at 5pm for a week.

The first Barbie Zone airs on July 1 and the series will run for three months.

The move follows last year’s successful translation of Barbie into a best-selling video, titled Barbie in the Nutcracker, which was accompanied by a sponsorship of the English National Ballet.

This autumn sees a second video launch, Rapunzel Barbie. Both videos have been closely tied to special-edition Barbie dolls.

Nickelodeon, which is available to cable and satellite TV subscribers, claims to be the most popular station in the UK among girls aged four- to nine-year-olds. The Barbie Zone will use actual Barbie dolls set against an animated background.

Mattel has worked with Nickelodeon before, on projects such as a Barbie Weekend. However, while these involved close marketing tie-ups, they stopped short of a bespoke animation.

A Mattel UK spokeswoman says: “The joy of Barbie is that she can continually evolve. That’s why Barbie has lasted this long.”

Barbie sales were up strongly in the UK last year, fuelled by the Nutcracker doll and video, although they have been fairly static in the US in recent years.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here