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QUARTERLY EDITORIAL by Stephanie Cota - SVP WW Mktg. Barbie & Girls

Quarterly Editorial…………1-2

I Can Be………...3-6

Barbie A Fairy Secret News…..7-11

Retail News....12-13

New Ways To Partner.……....14-20

Conventions, Shows & Events.........21-24

Barbie Collector News….……...25-26

Ken News……27-28

September 2011

partnership. We also did what no other brand can do—we created dolls representing influential women that drive substantial cultural noise—such as the Katrina Kaif Movie Star Doll for India and the Soccer Player Doll in authentic Adidas attire for Germany.

Fairytale is also performing well with Barbie™ A Fairy Secret. While sales aren't quite comping Barbie™ in A Mermaid Tale, we have all done a fantastic job creating innovative programs such as special screenings, contests, partnerships, account specific promotions and an app. Barbie™ A Fairy Secret represents Barbie's 19th movie and it bears repeating that there is no other brand that delivers heartfelt, humorous, engaging stories like Barbie.

Momentum! Barbie has it and she's showing no signs of slowing down. The brand delivered strong growth globally in the first half. In fact, Barbie boasted its largest 2nd quarter growth in more than 10 years. So what drove our success? We are happy to report that the growth came from Family, FAB, Fairytale and I Can Be.

I Can Be, the cornerstone of the Barbie brand, continued to reinforce that girls and grown up girls can do and be anything they want to be. We recognized influential women in Mexico at The Mexico Barbie Awards, in the U.S. at The White House Project EPIC Awards, and in France with the Laure Manaudou

September 2011QUARTERLY EDITORIAL by Stephanie Cota - SVP WW Mktg. Barbie & Girls

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We are looking forward to the launch of Barbie™ Princess Charm School (I'm guessing people may have seen William and Kate's royal wedding—the timing could not be better for a strong Princess title) and Barbie™ A Perfect Christmas (because who doesn't love celebrating the holidays with their family?).

Our Consumer Products business is going strong from amazing UNIQLO T-shirt programs in Korea, France, Japan, U.K., and many other countries (Japan sold 100K tees in one week!) to swimwear by Cia. Marítima to chain-wide distribution of back-to-school backpacks at Wal-Mart (3500 retail doors!).

Now more than ever we need to stay resilient and continue to push the boundaries. A wise woman (Lisa McKnight) once said “it doesn't take a small village to run Barbie, it takes a small country” and she's right. We are all responsible for the success of the Barbie brand and we believe in it—whether it's calling out when the wrong logo is being used (yes, details matter!) to innovative, break-frame marketing plans. We also know the second half of the year will be even more successful than the first and look forward to celebrating the success with all of you!

September 2011

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I CAN BE…MEXICO – Barbie Awards – May – July 2011On June 28, seven influential Mexican women were honored at the 2011 Barbie Awards in Mexico City. The event reinforced that girls can be anything they want to be. To create awareness for the event, Mexico ran online banner ads, a website, billboards and two different TV commercials. The Barbie Awards show was broadcasted by Televisa, the most important TV network in Mexico, on OPEN TV, the most important TV channel for kids. The Barbie Awards received an impressive amount of media press coverage on TV, online and radio. The campaign as a whole generated over 26MM impacts and the I Can Be… segment is up 53% in POS.

September 2011

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I CAN BE…GERMANY – I Can Be… Soccer Player DollFebruary – July 2011Germany created enormous buzz around their new exclusive Barbie I Can Be… Soccer Player doll with a fully integrated campaign. To help promote the doll, both TV and online promotions were held during the FIFA Women’s World Cup on Super RTL, a German television network aimed at kids.

The online campaign garnered above average page impressions and click-through rates. Almost 10,000 participants entered online to win a Barbie Soccer Player doll or other prizes of higher value. The campaign PR reached over 188MM people with a media value of $6.6MM. All marketing, licensing and PR efforts helped the entire stock of dolls (14,700) sell out in July!

U.S. – Barbie and The White House Project/EPIC AwardsApril 2011On April 7, Barbie was a presenting partner at the 9th annual EPIC Awards in New York hosted by U.S. partner, The White House Project, a non-partisan, not-for-profit organization that "aims to advance women’s leadership in all communities and sectors, up to the U.S. presidency.“ The White House Project created the EPIC (Enhancing Perceptions in Culture) Awards to honor innovators who bring positive images of women’s leadership to the American public. The U.S. presented the Barbie “I Can Be…” Award to teenage singer and musician, Gabi Wilson for being a young female role model.

Event attendees typed their dreams at computer kiosks and saw them projected live onto the virtual “Wall of Dreams” throughout the event. Over 175 dreams were created and the U.S. reached a total of 14,292 incremental followers via participants tweeting their dreams using the event hashtag.

September 2011

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I CAN BE…U.S. – I Can Be… Architect Barbie Doll Featured at AIA Convention – May 2011 To launch Architect Barbie, the U.S. participated in the American Institute of Architects (AIA) National Convention and Design Expo which took place May 12-14 in New Orleans. During the Convention, over 400 local New Orleans girls participated in interactive workshops taught by notable female architects. The launch garnered solid media attention, including a national placement on Today.MSNBC.com and in Elle Décor. To date, Architect Barbie has been featured in top design/architecture outlets resulting in more than 115 news stories and 60 million media impressions.

INDIA – I Can Be… Movie Star – Katrina Kaif Doll LaunchMay 2011On May 4, the launch event for the I Can Be… Movie Star doll, created in Indian superstar Katrina Kaif’s likeness, was held at the Hotel Courtyard Marriott in Mumbai. The reveal began with a musical by professional child performers that showcased different I Can Be… careers. Following the performance, the I Can Be… Movie Star doll was revealed by Katrina Kaif. The successful launch received an impressive amount of coverage including online, all leading TV news channels and all leading print publications.

September 2011

FRANCE – Barbie and Laure Manaudou Partnership – April 2011After a partnership in 2010 to make a one-of-a-kind doll in her likeness, France and Laure Manaudou, famous French Olympic swimmer, partnered once again to support “Magie à l’hôpital,” a charity that brings magic shows to hospitalized children. For each Barbie Championne de Natation doll sold, 2€ were donated to the charity. Press kits were sent to journalists about the charity program which resulted in 15 million impressions!

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I CAN BE…

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September 2011

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BARBIE A FAIRY SECRET NEWSMEXICO – Barbie A Fairy Secret Movie Launch and Promotion March – May 2011A massive Barbie A Fairy Secret movie premiere was held in Mexico City (March 26) and Guadalajara City (April 2) for press, media and more than 2,500 girls! Girls took pictures with Barbie and participated in fun activities. An impressive 20.7MM media impressions were achieved after the event.

In addition to the premiere, girls who bought Barbie A Fairy Secret products were invited online for the chance to win incredible prizes. The product promotion was supported with TV, online, magazine ads, flyers, POP material and cross-sell flyers. The promotion resulted in 24.1MM impressions to date, up 26% versus last year’s impressions! As a result of all activity, Spring Entertainment is up 10% in POS.

September 2011

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BARBIE A FAIRY SECRET NEWSMALAYSIA – Barbie A Fairy Secret CampaignFebruary – May 2011Malaysia reports seeing positive results from their integrated marketing campaign for Barbie A Fairy Secret. Malaysia’s print program included content in Barbie Magazine and school publications, with school publication audiences reaching 231,000 kids aged seven to nine. A discount voucher (valid against the purchase of the lead doll) was placed into 15,000 copies of DVDs/VCDs. Additionally, toy and licensing collaborations and window displays built a strong statement at retail. Malaysia completed their integrated campaign with retailer catalogs, publishing, online and TV. As a result, Malaysia saw a 29% rise in sell-through for Barbie A Fairy Secret versus Barbie in A Mermaid Tale in 2010.

SPAIN – Barbie A Fairy Secret Campaign – March – May 2011To drive awareness of Barbie A Fairy Secret, Spain held an online contest, sent out a newsletter and had a fun-filled fairy themed event. Almost 3,000 girls participated in the online contest to win great fairy gifts. A newsletter was sent to a Spanish girls’ database announcing the launch of the DVD, presenting the new Barbie A Fairy Secret lead doll and announcing the Barbie A Fairy Secret PR event at department store El Corte Inglés Preciados in Madrid City Center. The PR event launched the new Barbie A Fairy Secret line in collaboration with Paramount. Girls had their makeup done, pictures taken and received a Barbie A Fairy Secret lead doll and fairy wings.

September 2011

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BARBIE A FAIRY SECRET NEWSBRAZIL – Barbie A Fairy Secret Campaign – March – April 2011The fully integrated launch of Barbie A Fairy Secret was a success in Brazil! A local TV channel invited girls online to play a game that ended with a prompt to pick up a “shiny surprise” (glowing stickers) in stores on launch day. Brazil also had a promotion where girls could win one of three prizes after purchasing $30 of Barbie A Fairy Secret product. The campaign generated over 1.3MM total visits on the website pre and post launch. Barbie A Fairy Secret represented 26% of Barbie POS four weeks after the launch and POS sales grew 36% versus Barbie in A Mermaid Tale during post launch.

FRANCE – Barbie A Fairy Secret Campaign – March – May 2011France used online and offline marketing support for Barbie A Fairy Secret. The online contest gave girls a chance to win fairy gifts, resulting in 132,000 visits to the website. The contest was supported with 550 headers on in-store displays and by a strong Web campaign which drove 85,000 visits. France’s partnership with Tfou.com, one of the biggest websites for kids, helped to drive volume. Tfou.com had a special area with games, an announcement of the contest, the trailer and presentation of the products resulting in 26,000 visits on the Tfou dedicated area alone!

September 2011

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BARBIE A FAIRY SECRET NEWSPORTUGAL – Barbie A Fairy Secret CampaignMarch – June 2011Barbie A Fairy Secret had strong visibility throughout Portugal with online and event support. The online contest attracted 9,000 visits and gave away prizes. The event at El Corte Inglés department store let girls participate in fun activities, transform into a fairy and take home a picture. Portugal also partnered with Meo, Portugal’s TV subscription service, to coordinate a movie premiere that required girls to subscribe on the Meo Kids website. Marketing support has been successful, with the lead doll up 15% in sell-through volume versus last year’s Merliah doll!

POLAND – Barbie A Fairy Secret CampaignMarch – May 2011Barbie A Fairy Secret line received strong marketing support from Poland that included in-store prepacks, events and TV support. Sell- through was driven by the regional Eastern European consumer promotion that gave fairy wings as a gift with the purchase of a Barbie A Fairy Secret doll. The Barbie A Fairy Secret lead doll has been the best selling doll in Poland YTD 2011. The lead doll drove the 2011 Barbie sell-through growth of 33.7% in Poland.

September 2011

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BARBIE A FAIRY SECRET NEWSNORDICS – Scandinavian Screenings of Barbie A Fairy Secret with Universal – March 2011On March 20, Copenhagen, Oslo and Stockholm each held a screening of Barbie A Fairy Secret. Each cinema held 250-300 people and tickets were won through a competition held by BR, a large toy retail chain. An e-mail from Club BR, the retailer’s consumer club, was sent out to girls in the target demographic. Within the first hour, more than 500 contestants had entered. At the screenings, Barbie goodie bags were given to all of the kids. There was also a consumer competition at the theaters offering doll and DVD prizes. Currently, POS for Barbie Spring Entertainment is up 63%.

ITALY – Barbie A Fairy Secret Online ContestMarch – May 2011

AUSTRALIA – Barbie A Fairy Secret End Caps – March 2011Australia has seen strong performance from the Barbie A Fairy Secret line. A variety of toy and licensed product end caps helped to support the retail statement at Target (toy product end caps) and Big W (toy and licensed product end caps). Compared to Barbie in A Mermaid Tale, the Barbie A Fairy Secret lead doll POS has increased by 5% and the co-star doll has sold-through an additional 12%!

Italy held an online contest that allowed girls to discover the new Barbie A Fairy Secret movie and win gifts. The contest was a success attracting 20,000 girls.

September 2011

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RETAIL NEWSMALAYSIA – Barbie Store – May 2011On May 27, a new Barbie Store opened on the third floor of Mid Valley Megamall in Kuala Lumpur, Malaysia. The ground floor of the store has a makeup and merchandise area featuring apparel, sleepwear, toys, fashion accessories and other items. The mezzanine floor has a play area, fashion runway and photo studio. The opening of the store was supported by a front page panel ad in StarTwo (a section of The Star newspaper, which has the largest circulation in the country), free Barbie makeovers and photo shoots. In only five weeks, more than 200 VIP members have been recruited and the number of individual photos and sales transactions has both exceeded 2,500.

SOUTH AFRICA – Barbie Shop-in-Shop – July 2011A new Barbie shop-in-shop opened at Edgars, South Africa’s largest department store, at Lakeside Mall in Benoni on July 1. Barbie now represents 50% of the Edgars’ girls character buy and is a huge driver in their character business. Barbie was given 50% of the floor space, as well as a massive staircase graphic and dedicated Barbie fitting room. In just one week, stock was flying off the shelves! Edgars plans to roll out shop-in-shops in 50 of their stores this year and 125 next year, totaling 175 branded stores nationwide in South Africa.

September 2011

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RETAIL NEWSAUSTRALIA – Barbie Week at Target – March 2011On March 24, Barbie Week kicked off in Target stores across Australia for the fourth year running. Barbie toy and licensed product lined the front of many Target stores and Barbie made 10 appearances across Australia, attracting almost 2,000 people! To support Barbie Week, Australia added in-store POPs, increased catalogue space to three pages and had online support on www.target.com.au. As a result, sales of Barbie toy products are up 15% from last year.

ITALY – Barbie Easter Egg Program – April 2011To capture the Easter audience, Italy created a line of Barbie Easter eggs to be sold at retail. Each Easter egg contained a Beach doll, a

GREECE – “A Day in the Life of Barbie” Leaflet – June 2011Greece created a fun Barbie Leaflet that was available in-store in June. The leaflet described a day in the life of Barbie, showcased product along with a story line capturing all of the fun you can have with Barbie, Ken and Barbie accessories.

Chelsea doll, a Barb ie fashion, a Barbie bag and a Barbie wall clock. Italy displayed an in-store pallet POP to create strong visibility helping generate 85% sell-through. POS was up 8% versus 2010, proving the Barbie Easter egg to be a success in market!

September 2011

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NEW WAYS TO PARTNER – Adult Apparel & AccessoriesKOREA – Barbie by UNIQLO – April 2011On April 22, UNIQLO, a modern Japanese clothing retailer with stores worldwide, launched the new Barbie UT T-shirt line online and in all 60 UNIQLO Korea stores. Barbie UT has nine different designs, 18 different SKUs and retails for around $18. With every Barbie UT purchase, girls receive an original Barbie logo chain! To create additional buzz, Korea produced Barbie UT booklets, magazine ads and outdoor advertising in Seoul.

Korea also did a retail promotion with Lotte department stores that had UNIQLO shop-in-shops. Customers received a free Barbie Smartphone case when they purchased at least one Barbie UT product and over $180 of UT items. To spread awareness and support the promotion, shopping bags were Barbie-branded and flyers with PR releases were sent out from eight Lotte department stores.

September 2011

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NEW WAYS TO PARTNER – Adult Apparel & AccessoriesFRANCE – Barbie by UNIQLO – April – May 2011To support the new Barbie UT fashion statement, France held a launch event at the UNIQLO Opéra Flagship store located close to Galeries Lafayette in Paris. From April 29-30, girls were invited to wear a Barbie UT shirt and take a wedding picture with Ken. A press kit, an ad in 20 Minutes magazine, signage, flyers and window displays helped to market the event and apparel line. There was huge press coverage before and after the event resulting in more than 43MM media impressions. The Barbie T-shirts were the top-selling item at the UNIQLO store on April 29 and some SKUs sold out in the first four hours! After three weeks, almost 90% of the T-Shirts had sold-through.

BRAZIL – Barbie by Cia. Marítima – June 2011Barbie and Brazilian swimwear brand, Cia. Marítima partnered to create a swimwear line that reinforced Barbie as a lifestyle brand in June. The Barbie Summer Collection 2011 by Cia. Marítima was presented to more than 800 guests including press, licensees and celebrities at São Paulo Fashion Week. Great media coverage of the event included 144 published articles (equating to media totaling $718,057.90) on websites and in the most important national magazines.

September 2011

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NEW WAYS TO PARTNER – Adult Apparel & AccessoriesKOREA – Barbie LeSportsac Collection Launch – May 2011The Barbie LeSportsac Collection launched on May 6 and will be available for six months. Japan initiated the global partnership with LeSportsac and Korea participated in the collaboration. The line includes 22 SKUs with the same pattern (including a pouch, mini bag and big bag) and launched in LeSportsac stores, on the LeSportsac Online Store and at the Duty Free Shop. The line has been supported with online PR, in-store POP and visual merchandising displays. The Barbie LeSportsac Collection has been successful, with 70% of the line sold out during the first two months!

ITALY – Barbie and Ken by Blomor – June 2011Blomor, the playful and successful Italian street wear brand, presented their very first Barbie signature style collection at Pitti Immagine Uomo, an international fashion fair held annually in Florence. Blomor focused their production on T-shirts with colorful and ironic, vintage-inspired patterns that make their products particularly appealing to young people (aged 18-30). Beside their flagship store in Milan, their apparel can be found in all major Italian cities.

September 2011

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SPAIN – Barbie by Air-Val Eau de Toilette – May – June 2011Barbie has a new eau de toilette! Air-Val International, a worldwide specialist in children’s toiletries, has developed a wide and exciting range of products featuring the Barbie signature style. The eau de toilette has innovative packaging including different finishings, fun accessories and cosmetics inside of their gift sets. Air-Val first launched in the U.S. last Christmas and is now ready to launch their full range to the world!

NEW WAYS TO PARTNER – Girls’ Beauty

September 2011

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NEW WAYS TO PARTNER – Doll-licious TreatsJAPAN – Barbie Loves Krispy Kreme PromotionMay – June 2011Japan partnered with Krispy Kreme Doughnuts to launch the “Barbie loves Krispy Kreme Doughnuts” promotion that ran from May 11 to June 21. Japan also sold limited edition Barbie doughnut items and worked with apparel licensee Sanei to create a wide range of licensed products. Distribution of doughnuts and doughnut-related products were in 22 Krispy Kreme Doughnuts Stores, while other licensed products were at 28 Barbie Ladies’ Stores (operated by Sanei).

September 2011

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NEW WAYS TO PARTNER – Doll-licious TreatsITALY – Barbie Ice Cream by Sammontana – April 2011Italy partnered with Sammontana, one of Italy’s most popular and oldest ice cream companies, to create a Barbie Ice Cream Cup with a surprise in the base. The six fantastic surprises to collect included charms, earrings and bracelets. There were 600,000 units of the Ice Cream Cup, each one retailing for € 1.70. Peak sales occur between April and October.

NORDICS – Barbie and McDonalds PartnershipMay – June 2011The Nordics partnered with McDonalds to have Barbie accessories in Happy Meals that were advertised in a co-branded TV commercial. Denmark and Norway had local drawing competitions where girls could send in their Barbie drawing to win fun prizes.

September 2011

NORDICS – Barbie and goSupermodel.com PartnershipMay – June 2011The Nordics and goSupermodel.com, an online community where girls are in control, partnered to create an online Barbie Fashionistas Design Contest and a Barbie-branded runway experience. Girls chose their favorite Barbie Fashionistas doll and designed her outfit. Girls also designed and dressed their virtual model on the virtual Barbie- branded runway. Once dressed, the model could walk down the Barbie-branded runway. This partnership, combined with the McDonalds partnership helped to achieve a 45% increase in Barbie FAB POS.

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NEW WAYS TO PARTNER – Girls RuleU.K. – Barbie and The Saturdays – July 2011The U.K. has teamed up with the chart-topping girl band, The Saturdays to offer hundreds of fans exclusive “money can’t buy” experiences through an exciting on-pack promotion! Experiences will include tickets to a “Barbie and The Saturdays” party and the chance to sing and dance on stage with the band. A full marketing campaign including TV, online and PR will drive sales to accelerate the growth of the Barbie Fashionistas line. Look for an update on this pop partnership in the next Barbie global newsletter.

September 2011

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CONVENTIONS, SHOWS & EVENTSKOREA – Barbie at the Symphony – May 2011On May 15, The Sejong Center for the Performing Arts in Seoul, Korea held two “Barbie at the Symphony” performances at its Grand Theater. Ticket prices ranged from $30-$70 and 80-85% of the seats sold for each show. The program book included fun activities and sold out! Korea did a co-promotion with Sony Camera for audience members to have a free Barbie photo shoot in the theater lobby before the show.

To create buzz about the show, Jung Dabin, a famous Korean actress, was made spokesperson of “Barbie at the Symphony.” Ticket sales were promoted online by a video featuring the actress. Additionally, there were a variety of tie-in promotions with various Barbie licensees and Barbie shop-in-shops that allowed customers the opportunity to win or receive “Barbie at the Symphony” tickets.

September 2011

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CONVENTIONS, SHOWS & EVENTSBRAZIL – Barbie Enchanted Museum Exhibition – March 2011On March 11, the second edition of the Barbie Enchanted Museum Exhibition began in the south of Brazil at the Iguatemi Mall, a premium/high-end shopping mall in Porto Alegre. The exhibition displayed over 400 rare dolls from the collection of famed Brazilian collector Carlos Keffer. The exhibition’s seven thematic sections and play area for kids made the event a huge success, with 400,000 visits to the museum in three weeks! A total of 700,000 people visited the Iguatemi Mall during the event, rivaling the number of visitors during the Christmas period! It was also a PR success with 30 media hits—a media equivalent of $569,313.

CHINA – Barbie Dream Bus Tour – May – October 2011The Barbie Dream Bus is the place where girls’ pink dreams come true! Girls can watch a Barbie movie, become a fashion model, read their favorite Barbie books and experience everything Barbie. The Barbie Dream Bus visited 10 cities in China and will continue its journey to 12 other cities. So far, nearly 5,000 girls have visited the bus. Store POS during the Bus Tour period has seen 200-300% increases.

September 2011

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CONVENTIONS, SHOWS & EVENTSTHE CZECH AND SLOVAK REPUBLICS – Children’s Day Events with Barbie – June 2011Mattel supported several Children’s Day events in the Czech and Slovak Republics. Mattel brought a “live Barbie” hostess to each event along with toys as small gifts and decorations. Turnout for the various events ranged from 200 to 10,000 visitors.

JAPAN – Barbie Exhibition at Abeno Department Store, Osaka April 2011Abeno Department Store in Osaka, Japan’s top-selling department store, held a Barbie Exhibition from April 16-27. The exhibition attracted more than 11,000 visitors and generated more than $150,000 in retail (toy and licensed product) sales!

September 2011

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CONVENTIONS, SHOWS & EVENTSJAPAN – Tokyo Toy Show – June 2011Japan ran a Barbie booth at the Tokyo Toy Show from June 16-19. The booth provided a great opportunity for girls to have fun playing with Barbie dolls and to have their photo taken with Barbie. The Toyko Toy Show attracted an impressive turnout of 160,000 people!

CHINA – Licensing Summit – May 2011On May 18, China successfully held its first China Licensing Summit, “Creating the Future of Play,” in Shanghai, China. The most outstanding licensees were given awards that served as recognition and appreciation for licensees’ great performance and hard work over the past few years. The Barbie showcase included a doll box and a bedroom. The event was very well-received, with over 145 key licensees and Mattel teams from Asia Pacific in attendance. More than 50% of the licensees are interested in exploring other Mattel Brands and categories.

September 2011

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BARBIE COLLECTOR NEWSBRAZIL – Barbie Basic Jeans and Doc Dog PartnershipApril 2011Brazil partnered with Doc Dog, a local jeans brand, to develop a one- of-a-kind doll in April. The one-of-a-kind doll was auctioned and the money was donated to Recycle Jeans, a social program founded by NGO Florescer that teaches women from poor neighborhoods to design and sew jeans. Karina Bacchi, famous Brazilian actress and patron of this NGO, attended the auction and matched her outfit to the one-of-a-kind Barbie. Both Karina’s presence and impressive PR helped generate over 60 media hits for all of the Barbie Basic efforts, a media equivalent of $305,000.

ITALY – Barbie Collector Convention – May 2011Italy and Magia2000, creators of one-of-a-kind dolls, collaborated to host the first Collector Convention in 2011 with a dinner targeting Barbie collectors. An exclusive list of 100 people attended the dinner and an open day on Sunday allowed families and fans to discover the doll world. Additionally, an exclusive doll dressed by Magia2000 was offered to all of the convention attendees.

September 2011

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BARBIE COLLECTOR NEWSFRANCE – Barbie Grace Kelly Bride – June 2011Prior to the royal wedding of Prince Albert and Charlene Wittstock in Monaco, France sent out a PR kit to journalists announcing the release of the Barbie collector doll, Grace Kelly Bride. The Grace Kelly Bride doll received positive press coverage in national newspapers, women’s magazines and fashion websites.

FRANCE – Barbie Basics PR – May 2011A PR kit was sent to journalists in France to present the Barbie Basics line. France partnered with Modetrotter, a trendy fashion blog, to present the new Barbie Basics line and to reinforce Barbie as a fashion icon. The PR generated 5 million impressions!

September 2011

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KEN NEWSCANADA – Ken at Toronto Fashion Week – March – April 2011Back by popular demand, four Ken models showed up at Toronto’s LG Fashion Week from March 28-April 1. The Ken models were dressed in different date outfits and stood on a pedestal so guests could pick their perfect date. Notable fashion media/bloggers were excited to pick their perfect Ken date and the significant amount of “Tweet pics” and twitter impressions (24,063) during and after Fashion Week demonstrated their participation. The event garnered almost 1.2MM media impressions from many well-known websites and blogs, including CosmoTV.com, kiss925.com and Nowtoronto.com, and 3.8MM combined Facebook and Twitter impressions!

KOREA – Ken Pictorial in GQ Magazine – April 2011In April, Kim Bum, actor and 2010 Ken Awards recipient appeared in Korea’s GQ magazine dressed as Ken. The pictorial spread was also featured on Style.com, a global fashion-forward website.

September 2011

KOREA – Ken Hair Styling Products – June 2011 In June, Korea launched Ken hair styling products which included different hair waxes and styling spray. Licensee LG Household & Health Care distributed the hair product line widely and rapidly. The product was distributed to over 700 key hypermarkets during the first month after launch.

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KEN NEWSKOREA – Ken Tumbler and Bedding Products – April 2011 To celebrate Ken’s 50th Anniversary, Korea launched various Ken licensed products. In April, a Ken tumbler and Ken bedding set launched in Korea that increased Ken’s brand awareness among Korean young adults.