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Oh – for a life in plastic, it’s fantastic… a Barbie™ pop-up

 

In case you’ve been hiding under a rock, you’re probably aware that very soon Warner Bros will release their much-anticipated Barbie feature-length movie, a “fantasy comedy… based on the Barbie fashion dolls by Mattel”#. It’s been a long journey for Barbie – the movie was announced way back in 2009 and has shuffled through various studios and actors. But finally, it’s (almost) here…

Barbie™ is a pretty confident (and competent) character – so I’m not surprised her minders have created a lot of hype around the movie release… their marketing machine is currently in overdrive leading up to the release dates of 9th July (Los Angeles) and 20th July (Australia). Locally, brand owner Mattel has teamed up with department store Myer, in a big way…

Myer’s flagship Melbourne store currently features a lot of Barbie – from the iconic Bourke Street windows (all of them – that’s high exposure), displays and signage within ground floor – and elevator doors wrapped in pink. And when those doors open onto the level 6 toy department…that song by Aqua blasts “I’m a Barbie girl in the Barbie world… life in plastic, it’s fantastic…” No escaping the main attraction up there this month – there’s LOTS of Barbie pink ! (Pantone colour 219c, trademarked)

The Myer Barbie pop-up includes a full-size replica of Barbie’s Corvette convertible, a “Best Day Ever” disco (playing the movie soundtracks) and activity spaces (colouring book sessions, pink nails by O.P.I and hair styling by Mermade). There’s also a photo booth and the invitation to scan into a Barbie pop-up survey (& land in the Barbie database ??)

Mattel typically highlights significant milestones in the Barbie journey… a couple of years ago we mentioned her 60 years young celebrations. And Myer has been a long-standing destination for Barbie (and all her accessories), hosting a permanent Barbie World installation at the flagship store. This month however, they’ve come together in an over-the-top, very Barbie-branded and very pink experience !

 

What –       Barbie pop up at Myer Melbourne

Where –     level 6, 314 Bourke Street Melbourne

When –      June 30th  to July 30th *

 

 

images :  popUPshops Australia

 

 

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