Mattel: Design Your Barbie Mattel wishes Barbie happy 50th birthday

  • Context

  • In celebration of Barbie’s 50th birthday, Mattel, in partnership with FAO Schwarz, wanted to bring the celebration into the store with something as stunning as Barbie herself.

  • Challenge

  • Mattel and FAO Schwarz approached FITCH with the opportunity to create a Barbie showcase for the New York City FAO Schwarz store. They wanted a shopping experience that would let a new generation of moms share the Barbie experience with their daughters.

  • Solution

  • FITCH created a high-tech fashion studio and gathering place in which girls, their moms and their friends are transformed into both fashion designers and doll creators. Thousands of combinations in clothing, accessories, hair, skin and eyes let each girl make a one-of-a-kind Barbie. Creators can even give their Barbie a name.

    Each doll is created, behind the scene, at the FAO Schwarz store while the girl waits. When complete, every new Barbie is dramatically and publicly introduced via the “catwalk,” a Barbie-sized runway, and a broadcast sound system announces the Barbie’s name, her owner and the owner’s hometown. This moment serves as both a suitable finale to this exciting shopping experience and as inspiration to new “designers” as they arrive.

Copyright © 2010 FITCH, WPP Company. All rights reserved.