New campaign – Mattel

Barbie’s world takes to TV

barbieMattel-owned toy brand Barbie has signed sponsorship deals with two children’s TV channels running from this month through to Christmas.

The campaigns, negotiated by Turner Media Innovations and Carat Sponsorship, will appear on Cartoon Network channels, Nick Jr and online. They will support the Barbie Life range, and the new movie and toy line Barbie & The Diamond Castle.

As part of the deal with Cartoon Network, girls will be given the chance to ask Barbie a question about her life, live on Cartoon Network’s portfolio of channels. The campaign also includes sponsorship of a new interactive programme entitled LOL (Laugh Out Loud) and a specially designed Cartoon Network microsite.

The work around LOL will include spots in which Barbie sends up herself and her image. This marks a new brand strategy for Mattel, portraying Barbie as fun, edgy and aspirational.

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