Mattel's Barbie has introduced a clothing collection with Zara, the international fashion company. This marks the first time the two brands have partnered on a line that incorporates product and digital marketing elements.
Barbie x Zara collection will be serving as an anniversary celebration of a previous drop, like a Barbie line launched in summer 2020 that included a range of printed t-shirts and bodysuits that leaned on Barbie's heritage and its logo aesthetic.
The new collection will include an eight-piece female activewear collection of a hoodie, jogging trousers, a long-sleeve top, t-shirts, shorts, and swimwear. In addition to this, Zara will sell limited-edition Barbie dolls online. The line features two dolls, each wearing "Zara Barbie 1959" statement activewear, including an oversized hoodie with joggers.
Lisa Weger, Consumer Products Head, Europe, Mattel, said, “Barbie's newest collaboration with Zara reflects the latest spring trends in great style, perfectly tied with the power of the Barbie brand. We're excited to see it come together in a strong and accessible collection that will attract Barbie and Zara fans around the world.”
The consumer products partnership rolls out globally online and in-store.