Through the medium of music, Barbie is encouraging girls to express themselves and 'Raise Your Voice'. Girls will have the chance to enter a singing competition in addition to celebrating the launch of the new "Barbie in Rock 'n Royals" DVD and toy range.
To enter, fans can visit the official campaign website, www.nick.co.uk/barbie, to upload a video of themselves singing!
Wendy Hill, Brand Activation Director, said: "Barbie has always fuelled imagination, inspired creativity and encouraged self-expression and we are delighted to be working with Little Mix who are such an inspiration to girls in how they have found their voices through music."
The campaign began on Saturday 5th September 2015 and runs in partnership with Nickelodeon until Sunday 25th October 2015. It will include sponsorship, TV promotion and online banner advertising featuring Little Mix. The lucky winner will be selected by Little Mix and will get to meet the band at one of their Little Mix 2016 UK Tour concerts!
The campaign will be supported with a fully integrated marketing campaign across TV, digital, social and retail including partnership with major mum and girl's websites.
Mattel has sustainably increased investment in the Barbie brand in the second half of the year which includes the Raise Your Voice Campaign plus an up-weighted TV plan. Successful campaigns for this year have included the launch of Fashionistas dolls. This range represents girls' inherent appreciation for variety expressed through authentic fashion and unique personal style, showcasing the borderless world that girls see around them every day.
Sources: Toys 'n' Playthings, Toy World Magazine.
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