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.