At the world’s largest Toy Fair which takes place in Nuremberg, for the first time in Mattel’s 56-year history, Barbie is pulling out a cape and mask and transforming into a modern day superhero.
During a groundbreaking stunt at the Toy Fair, Barbie demonstrated her new “superpowers” and took to the “skies” in front of crowds of onlookers. The Toy Show is the mecca of the industry that sees the world’s leading brands showcase the most innovative toys that kids will be playing with in 2015 and beyond.
Barbie was reported to steal the show in her new superhero persona and performed a “one of a kind global stunt”.
Understanding that girls are looking for a different resolution than boys from “superhero play,” Mattel said it has put Barbie in a role that inspires girls to be super themselves.
“The world of superheroes has historically been tailored to boys where ‘the good guys beat the bad guys,’” said Lori Pantel, vice president, global brand marketing for Barbie. “But we know that girls, too, enjoy empowered heroes but seek an outcome where the perceived bad characters transform to good and friendship is the lasting result. We thought it was time they were inspired by a new superhero that is playful, has extraordinary abilities and also uses her powers of forgiveness and friendship to defeat her foe – in a way that only Barbie can.”
The super-powered Barbie launch kicks-off as Barbie takes flight as a new hero, but stays grounded by the powers of teamwork and friendship, two critical themes in the way girls look to solve conflict, said Mattel. Nuremberg is also the setting for the world premiere of Barbie in Princess Power DVD, which also marks the 30th Barbie animated film release and ignites a new girl empowered digital initiative for fans at www.besuper.com.
Barbie’s transformation into a superhero follows an eclectic history of careers for the iconic character which have included a doctor, President of the United States, a mechanic and an astronaut, to name but a few.