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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