Mattel signs ex-Hear’Say star to boost Barbie brand

Mattel has signed reality TV star Suzanne Shaw as a brand ambassador for its Barbie range.

The former Hear’Say popstar will sing the title track Connected for the animated movie Barbie & The Diamond Castle, which will be released later this year.

Shaw will also help promote the film and will appear on an interactive DVD of songs, which will be available through on-pack promotions.

The partnership is part of an extensive marketing programme for the Barbie & The Diamond Castle DVD and toy range, which will also include TV ads, retailer initiatives and online activity.

The campaign is the first time that Barbie DVD distributor Entertainment Rights and Mattel have undertaken an extensive joint programme.

Mattel Girls senior marketing manager Trine Hammer-Frausing says: “This is just one of a number of initiatives we are undertaking this year aiming to deliver our messages to consumers in innovative ways.”

Shaw shot to fame in 2001 after winning the talent contest Popstars to become a member of the band Hear’Say. She returned to the public eye this year winning series three of the ITV1 show Dancing on Ice. She also appeared on reality show The Baron and fronted the shortlived lottery show BingoLotto on Virgin 1 and Challenge with Joe Pasquali.

Last year, Mattel repositioned its Barbie product range, promoting it as wholesome and connecting it to the innocence of childhood (MW August 16).