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Mattel Inc. To Launch Barbie-Inspired Lines With Forever21, Lord & Taylor, Wildfox This Fall

Aug 15, 2014 09:49 AM EDT
(Photo : Courtesy/Mattel Inc.)

It's probably been a while since you last picked up your beloved Barbie doll to play, but this fall, Mattel Inc. wants you to revisit your childhood toy once again.

Beginning next month, the American toy manufacturing company will launch three Barbie-inspired apparel and accessories collections created in collaboration with Forever 21, Lord & Taylor and Wildfox.

These collaborations are part of an effort to reestablish Barbie as a fashion icon.

"I think what people pay attention to is Barbie the toy, and what we're trying to focus on is that Barbie is a brand much bigger than an 11-inch fashion doll," Jessica Dunne, Mattel's general manager and senior vice president, consumer products,  told WWD.

"This fall really is the start of what is a multi-year focus and priority for us."

The Forever 21 collection, which was inspired by Barbie's wardrobe in the 1990s, is the first to debut and is slated to hit stores on Sept. 5. It will consist of sportswear, sleepwear, outerwear, cosmetics and accessories and will be available for between $3.90 and $24.90 at Forever 21 stores on online at

The Lord & Taylor range, which focuses on sleepwear, will be available on Sept. 14 within the retailer's top 10 doors. This collection, which has a more conservative aesthetic, will range in price from $32 to $46.

Wildfox  re-created actual outfits that Malibu Barbie wore during the 1980s. This collection, which launches Nov. 15, will be available at high-end and e-tailers, including Nordstrom, Bloomingdale's, Saks Fifth Avenue, Planet Blue, Revolve Clothing and Fred Segal. Prices range from $37.50 to $183.

"Barbie meant a lot to me growing up, and with this company I am basically playing grown-up Barbie all the time," Kimberley Gordon, Wildfox cofounder and creative director, told WWD.

"I thought it would be fun to imagine if those [dolls] were real, and to bring the Barbie Dream House to life." 

FOLLOW: Barbie, Designer Collaboration, Fall Fashion

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