Barbie signs promotion deal with Butlins

Girls entertainment brand Barbie has signed a deal with holiday company Butlins to promote its new film and product range featuring the doll.

The agreement will see the toy given a presence at Butlins resorts from the Easter weekend, and Mattel, which owns the Barbie brand, hopes that the deal can be extended beyond the summer season.

The move supports the release of a toy range and animated film, entitled Barbie Mariposa, which stars the character as a butterfly fairy.

Butlins will run workshops for girls staying at the holiday camps featuring arts and crafts workshops with a butterfly and fairy theme.

Mattel marketing director Jackie Jordan says: “This campaign builds on our previous successful direct-to-girl activities to deliver a content-rich experience with Butlins that will engage with girls and mums, bring the brand to life and drive awareness of the DVD and toy line.”

The DVD, released last week, is the 12th animated adventure in the Barbie series of films. A range of dolls and playsets is also being issued to coincide with the film. There will also be an above-the-line campaign for the film and toys featuring TV, press and online ads.

Advertising for Barbie is by Ogilvy & Mather in the US, and media planning and buying is through Carat.

Mattel awarded Carat its global planning account, as well as the majority of its media buying in October last year. The account was previously held by MindShare. The Mariposa campaign will be the first Carat has handled in the UK.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

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

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big 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 are 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.

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