Rubies bolsters partnership with Mattel with all-new Barbie costumes – ToyNews

Barbie, World’s Best Toy Property of the Year*, is teaming up with Rubies on an all-new Barbie dress up collection for 2022.

As the original girl empowerment brand since 1959, Barbie’s mission has always been to show girls they can be anything. By providing meaningful play with over 200 careers, highlighting global role models, emphasizing diversity and inclusion, and leading efforts to close the “Dream Gap”, Barbie continually strives to help children reach their potential. As the world’s #1 fashion doll*, Barbie is an international icon and muse, continuing to spark imaginations and influence conversations around the world.

The new range of Barbie children’s costumes will be available across EMEA and will include popular styles including astronaut, ballerina and princess costumes. The Ballerina and Princess styles feature reversible sequins on the bodice, perfect for creating two looks in one.

The production of the officially licensed costumes for Barbie is a significant addition to Rubies’ successful partnership with Mattel, which includes some of the most iconic characters created for children’s entertainment including Fireman Sam, He-Man and The Masters of The Universe.

Georges Ghougassian, Rubies Group Licensing and Brands Director, said: “Barbie is known around the world for encouraging children to reach their limitless potential, whether it’s a career as a teacher, astronaut or fashion creator. As a leader in the costume and fancy dress industry, our goals align as we inspire our target audience to become who they want to be. We’re incredibly excited to launch our latest Barbie costumes, as it’s an exciting next step in our relationship with Mattel, as we expand our representation of their much-loved brands.

Officially licensed Barbie costumes from Rubies will soon be available for pre-order at

*Source: The NPD Group/Retail Tracking Service/G12/JAN 2020 – DEC 2021/Total Toys/Projected USD

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