Mattel Inc.
NYSE : MAT

Mattel Inc.

October 07, 2009 09:01 ET

Barbie® Continues Her Reign as Queen of Pop Culture, Teaming Up With the Industry's Best in Music, Dance and Fashion

Canada's number one fashionista continues to elevate her status with the launch of a new dance, music video, a line of poseable dolls and a return to the runway at Toronto's LG Fashion Week

TORONTO, ONTARIO--(Marketwire - Oct. 7, 2009) -

Attention: Lifestyle, Assignment, Fashion Editors

Note to Editors: There are two videos available with this Press Release

For more than five decades, Barbie(R) doll's famous face and head-turning style have made her the most popular doll in the world. She has worn the creations of some of the world's most famous fashion designers and has elevated herself to pop culture icon status for girls and women across the globe. But even at 50, Barbie is nowhere near close to retirement. This 11.5-inch tall fashionista has now created her first-ever music and dance video, is launching a new line of poseable fashion dolls called the Barbie(R) Fashionistas(TM), and will hit Canada's most prominent catwalk with Canadian designer David Dixon at the upcoming Toronto's LG Fashion Week.

No stranger to celebrities, Barbie has teamed up with some of the fashion and music industry's heavy-hitters to help her with her new ventures. Acclaimed choreographer, JaQuel Knight (also the choreographer behind Beyonce's "Single Ladies (Put a Ring on It)") played an integral part in the creation of Barbie's first-ever music and dance video, entitled "Do 'The Barbie'". And after breaking attendance records in March, Canadian designer David Dixon has once-again collaborated with Barbie to develop the BarbieTM by David Dixon line of clothing that will be unveiled on October 20 at Toronto's LG Fashion Week.

"Barbie has already conquered the fashion scene and music is a natural next step for her to further solidify her place as pop culture icon," says Adriana Gut, Barbie brand manager, Mattel Canada. "Barbie's first music video is an exciting milestone that truly illustrates how far she has come in the last 50 years. We look forward to seeing Canadians stand up and do 'The Barbie'".

"I'm a Barbie Girl" featuring 'The Barbie'

In celebration of the release of the new "poseable" Barbie(R) Fashionista(TM) dolls, Barbie has teamed up with one of the hottest names in music to choreograph and produce a music video featuring an original dance set to a new, re-recorded version of the 90s hit song "Barbie Girl". Appropriately called "The Barbie", Barbie has looked to famed choreographer JaQuel Knight to choreograph the dance which consist of a series of doll-like moves and dance grooves.

The video debuts three of the new Barbie(R) Fashionistas dolls - "Sassy," "Cutie" and "Artsy" - and features a cameo from "Hottie" Ken(R). "The Barbie" dance is comprised of doll-like moves that can be performed to any song and ends with a signature Point, Twist, Snap. These fun and catchy easy-to-do dance grooves are already showing signs of being the next big North American dance craze.

The video hit U.S. airwaves last month, making its premiere on the popular Today Show.

Aspiring dancers can also learn how to do "The Barbie" from JaQuel Knight, with a special instructional video.

Which Fashionista Are You?

Nothing could be a more appropriate next step for the girl most-known for her ground-breaking style, than the launch of a new line of dolls, aptly named "Barbie(R) Fashionistas". Each designed with their own individual style, the six new dolls exhibit unique fashion personalities such as Cutie, Glam, Sassy, Wild, Artsy and Girly, and for the first time ever, each doll features 12 points of movement and more than 100 plastic-fantastic poses enabling Barbie to bend her elbows, twist her wrists, move at the waist and roll her head.

Each doll is now available in Canadian stores for $13.99 MSRP.

The Ultimate Fashionista Is Back On The Runway

Barbie continues to conquer the Canadian fashion scene after rocking opening night of LG Fashion Week in the spring. On October 20, Barbie will once again take to the runway at Toronto's LG Fashion Week in collaboration with Canadian designer, David Dixon. Dixon will be showcasing his Spring edition of the popular BarbieTM by David Dixon line, a ready-to-wear collection inspired by Barbie and created for women who love the stylish doll.

Barbie made her debut at LG Fashion Week this past March, bringing in record-breaking attendance at the event, with more than 2500 guests, including Fashion Design Council of Canada (FDCC) guests. This Spring, the BarbieTM by David Dixon Collection is inspired by one of Dixon's favorite films, "Funny Face" with Audrey Hepburn.

"Barbie's ever-evolving style has secured her status as a fashion icon and keeps her relevant to every generation," said David Dixon. "From one style icon to another, Barbie combined with Audrey Hepburn are the perfect amalgamation of femininity, glamour, and strength. I am excited to be showcasing my second collection of BarbieTM by David Dixon that is made up of pieces that are playful, yet sophisticated, and of course timeless, just like both Barbie and Audrey Hepburn."

About Mattel

Mattel, Inc., (NYSE:MAT) (www.mattel.com) is the worldwide leader in the design, manufacture and marketing of toys and family products. The Mattel family is comprised of such best-selling brands as Barbie(R), the most popular fashion doll ever introduced, Hot Wheels(R), Matchbox(R), American Girl(R), Radica:(R) and Tyco(R) R/C, as well as Fisher-Price(R) brands, including Little People(R), Power Wheels(R) and a wide array of entertainment-inspired toy lines. Mattel is recognized as one of the 100 Most Trustworthy U.S. Companies by Forbes Magazine and is ranked among the 100 Best Corporate Citizens by CRO Magazine. Committed to ethical manufacturing practices, Mattel marks a 10-year milestone in 2007 for its ever-evolving Global Manufacturing Principles and focus on sustainable business practices. With global headquarters in El Segundo, Calif., Mattel employs more than 30,000 people in 43 countries and territories and sells products in more than 150 nations. Mattel's vision is to be the world's premier toy brands - today and tomorrow.

About David Dixon

David Dixon is a Toronto-born designer with international appeal; his designs are found in Canada, Germany, Hong Kong, Kuwait, Switzerland, Tokyo, the United Arab Emirates and the United States. He graduated from Toronto's Ryerson University where he placed second runner up in the Smirnoff International Young Designer Competition and the Moore Pearsal Leather Competition. He then apprenticed with Alfred Sung. Dixon has received a number of prestigious awards during his career: the Saga International Scholarship in Copenhagen, Denmark (2000-2001); the Matinee Fashion Foundation Grant (1998-2002); the Fur Council of Canada bronze award (1998); City of Toronto New Designer of the Year Award (1996) and the Yorkdale New Designer of the Year Award (1995).

To view video 1 available with this press release, please visit the following link: www.youtube.com/watch?v=_u-bWHFDf6M

To view video 2 available with this press release, please visit the following link: www.youtube.com/watch?v=Hk6P0SLkP2c&NR=1

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