A co-branding action that includes a product line and a series of contents to encourage discovery, starting with Spring 2019.
Mattel announces the international licensing agreement between the Barbie brand and National Geographic for the creation of a line of products and contents focusing on the themes of exploration, science, environmental protection and research.
The Barbie and National Geographic products line includes children dedicated to careers and playsets that highlight professions in which women are not sufficiently represented, such as the environmentalist, astrophysics, the polar marine biologist, the naturalist photographer and the entomologist. All dolls and playsets are complete with accessories authenticated by a feminised advisory board composed by National Geographic Explorer and National Geographic magazine editor Susan Goldberg.
“Barbie allows girls to interpret new models through storytelling, showing them that they can be anything they want. Through our partnership with National Geographic, girls can now imagine themselves as: astrophysics, polar marine biologists and many other professions,” says Lisa McKnight, Senior Vice President and General Manager Barbie. “Barbie and National Geographic together represent a powerful combination. Our joint creative efforts will allow girls to explore the world and the different careers directly in their homes.“
“Helping people understand the nature of the world is, and will always be, the primary goal of National Geographic,” says Susan Goldberg, director of the monthly National Geographic magazine and editorial director of National Geographic Partners. “Through our partnership with Barbie, we are happy to be able to reach the children in a whole new way, using the power of the game to inspire the next generations of explorers, scientists and photographers.“