Mattel Teams Up with Spice Girl Geri Horn
-- Gifts & Dec, April 28, 2016
The campaign launched following a study, commissioned by Mattel, which uncovered that 74 percent of parents have thought about writing their own book. The study also found that the most popular way for parents to help nurture their child's imagination is through reading to them, followed by encouraging them to play with their toys.
Dreamtopia is a platform designed to help kids play out fantasies and create their own fairytale stories.
"Barbie has always fueled imagination, inspired creativity and encouraged self-expression and our research shows how important imaginative play is in childhood, said Wendy Hill, brand activation director, Barbie. "We are delighted to be working with Geri Horner to invite other busy mums with a passion for writing to explore their creativity by helping to write a Barbie fairytale for their own children."
Horner's 9-year-old daughter, Bluebell Madonna, will also be the face of the campaign. A new Barbie Dreamtopia fantasy toy line will launch to coincide with the campaign and will be supported by long form content launching later this year.
In 2007, Horner signed a six-book deal with Macmillan Children's Books. The books follow the adventures of nine-year-old Ugenia, a character based on Halliwell, and her friends Bronte, Rudy and Trevor. Other characters were inspired by some of her Spice Girls bandmates as well as Gordon Ramswy, George Michael, Marilyn Monroe, Vincent Van Gogh and other artists. The book sold more than 250,000 copies in its first five months out.
"This campaign is all about supporting mums who want to explore their passion for writing and celebrating creativity and it's a great thing for mothers and daughters to do together," said Horner. "Barbie Dreamtopia is just a wonderfully rich setting for kids to explore their imaginations."
References
- ^ Playthings Staff (www.giftsanddec.com)
- ^ Mattel (mattel.com)
