Mattel Launches Barbie Clothing Line

June 20, 2004

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Toy giant Mattel is launching a Barbie line of clothing and accessories for adult women later this year. Apparently the first wave will include vintage T-shirts, cocktail dresses, shoes and coats and should hit US stores sometime this fall. (Mattel already has 16 stand-alone Barbie stores selling these clothes in Japan.) According to a Mattel VP:
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"It will be a limited debut of the line with a few select pieces... the heritage of the Barbie brand in the United States is very sensitive and whatever we do with it, we want to do it right. We want to reposition the Barbie brand as a fashion icon and not just as a kitsch concept."

They want it to be serious fashion and not kitsch? Hmm... good luck with that. A perfume -- and I swear I'm not making this up -- called "Barbie Eau du Toilette" launches in August, with a cosmetics line already in the works. It'll be interesting to see how it turns out, but let's just hope they don't make adult versions of those teeny-tiny little plastic shoes...

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