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Barbie partners with Rubies

Rubies has announced a new Barbie dress-up collection for 2022, available across EMEA.

The new Barbie children’s dress-up range features popular styles including Astronaut, Ballerina and Princess costumes. Both the Ballerina and Princess designs feature reversible sequins on the bodice, ideal for creating two looks in one.

The Barbie costumes are a significant addition to the company’s ongoing successful partnership with Mattel, which includes some popular children’s characters, including Fireman Sam, He-Man and The Masters of the Universe.

Georges Ghougassian, group director licence and brands at Rubies, commented: “Barbie is known the world over for encouraging children to reach their limitless potential, whether that’s a career as a teacher, astronaut or fashion designer. As the industry leader in costumes and dress-up, our aims align as we inspire our core audience to become whoever they want to be.

“We are incredibly excited to be launching our latest Barbie costumes as it’s an exciting next step in our relationship with Mattel as we broaden our representation of their much-loved brands.”

Since 1959, Barbie has shown girls they can be anything by providing purposeful play with over 200 careers, highlighting global role models, showcasing diversity and inclusion and leading the mission to close the ‘dream gap’. As the world’s number one fashion doll (NPD Group/Retail Tracking Service/G12/JAN 2020), Barbie is an international icon and muse.

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