DOLLANDMEFOR JOE FRESH

Barbie & Me Recap

Barbie & Me“You can dress just like Barbie”!Launched - 11/1/08

“Only available” here

Apparel ~ 3 Collections

Dolls ~ 2 SKUs per apparel collection featuring Barbie & Teresa

Accessories ~ Matching purse for each design

Barbie & Me

3,000 Pallets at 2500 Stores

1,000 additional Doll Sidekicks

Plaid Jumper

Red Bling

Pink Satin

T-Shirts and Apparel Hangtag

Hangtag

Print Advertising

• All You Magazine Full page ad in November issue

Barbie Mini Catalog

• Full page ad in the Mini Catalog featuring Barbie & Me

• Over 1.5 Million impressions!

Direct Mail Invitation

• Invitation mailed to over 500K consumers

• Full panel dedicated to Barbie & Me program

Online

•Barbie.com•Mini game featuring Barbie & Me products

• 14 million estimated impressions• 2-4 million estimated game plays

•Barbie & Me Banner Ad• 5 million estimated impressions

•Special Barbie & Me Landing Page• 3 million estimated impressions

Sales Results to Date

• Dolls– 94% Total Sell Thru (thru Jan 10)

• All dolls sold equally• Very successful program for the dolls

• Apparel• Plaid Jumper has highest sell thru at 88.5%

• Accessories– 76% Total Sell Thru (thru Jan 10)

Key Learning's

• Double up on Doll quantity–Dolls sold faster then apparel, leaving no dolls for a “Dress like your Barbie doll” program

• Price Value–Jumper/leggings sold best as customer only needed to buy 1-2 pieces to dress like their doll

• Consider Jumpers, Dresses and Skirts–Noted from the doll team that the Dolls with Dresses vs. Pants tend to be better sellers