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01/13/2022

First Look: Mattel Brings Luxury Barbie to Retail

Liz Dominguez
Managing Editor
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Balmain X Barbie Pop-Up at Neiman Marcus NorthPark Center
Balmain X Barbie Pop-Up at Neiman Marcus NorthPark Center

Luxury retailers Neiman Marcus and Balmain have partnered to bring Mattel's iconic Barbie brand to life through an exclusive, pop-up experience.

Running from Jan. 13 to Jan. 30, the pop-up store at Neiman Marcus’ NorthPark location in Dallas, Texas, will feature the Balmain X Barbie collaboration, replicating the glass pavilions of the Grand Palais in Paris, France, and allowing visitors to sit on Parisian-like park benches and walk the gardens that mimic Tuileries. Weekend activities will include a live DJ, a custom cotton candy machine as well as photo opportunities inside a life-sized Barbie doll box.

According to the company, Creative Director Olivier Rousteing and his Balmain design team leveraged Barbie’s instantly recognizable bright iconography, using the familiar bold graphic on badges, tees and hoodies, and including accessories like Balmain's signature bags and Barbie packaging.

The legacy of the Barbie name spans across several generations, launching in 1959 and evolving with the times to reflect ongoing cultural shifts — an opportunity for retailers to cash in on an evergreen product.

The collaboration marks Neiman Marcus’ 10-year relationship with Balman, and the collection will be available online at Neimanmarcus.com and in select Neiman Marcus stores.

Take a look at the limited-time pop-up here:

"We have heard from many of our customers that they want to have fun with fashion again. The special partnership between Balmain and Barbie does that and more," said Lana Todorovich, president and chief merchandising officer for Neiman Marcus. "As Neiman Marcus continues to innovate the ways in which we engage with our customers, we are thrilled to partner on an exclusive pop-up experience that celebrates the excitement of playing dress up and brings a modern multi-cultural take on the Barbie brand to our Dallas NorthPark location."

"It doesn't get any more joyful than being able to explore and shop the limited-edition unisex collection while immersed in a unique adventure envisioned by Balmain and Barbie," added Todorovich. "We look forward to bringing it to life for Neiman Marcus customers."

This was originally posted on RIS News.