NEW YORK (Reuters) - Toy maker Mattel Inc known for Barbie fashion dolls, is expanding the plastic icon's domain to include high-end designer clothing and accessories for adult women.
The merchandise, which includes jeans, shirts, handbags and jewelry, is designed by well-known fashion designers and will sell under the name Barbie Luxe.
Using Barbie as their "muse," designers like Anna Sui, Anya Hindmarch, Citizens of Humanity, Judith Leiber, Nickel, Not Rational, Paper Denim & Cloth, Stila and Tarina Tarantino have added Barbie-esque touches to their designs, such as pink stitching on jeans or a retro silhouette on a cameo pendant.
"Our target market is the fashionista," said Richard Dickson, senior vice president of global consumer marketing and entertainment for Mattel Brands. "From teens through adults in their 20's and 30's. It's not Mattel's usual target audience."
Weak sales of Barbie dolls, a lackluster retail environment, and strong competition have hurt Mattel recently. The company is working to raise Barbie's non-toy profile as well as tap a grown-up fan base as part of a long term plan to reinvigorate the toy brand.
There will be a series of promotions to publicize the Barbie Luxe brand, including underground campaigns, launch parties and Fashion Week interviews.
The El Segundo, California-based toy maker is launching the line exclusively at Fred Segal Flair in Santa Monica next week, and some designers will carry the merchandise in their own boutiques.
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