Mattel Hits Primetime With American Idol Barbie
Hit show American Idol is extending its brand to a younger audience with a new Barbie doll line that uses role play as a key component to the fun.
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| American Idol extends brand with new Barbie line |
The new Barbie, targeting kids six to nine, comes complete with her own storyline. The Barbie doll auditions for
American Idol, where she meets two talented friends, Simone and Tori. Each doll has her own style and comes with a toy karaoke machine that plays popular songs. The dolls come with an extra outfit, backstage pass and play CD with a CD case. The
American Idol Barbie, which hit retails shelves in January, retails for $19.99.
“We are always looking for new ways to extend the [American Idol] brand,” said David Luner, VP-licensing, FremantleMedia Americas, the co-producer of American Idol, which formed the licensing deal with Mattel Brands. “Barbie is the perfect fit. We are bringing the role playing environment to girls at home with Barbie.”
To complement the doll, a show stage playset opens to reveal a dressing room and a performance area and includes a vanity, chair and extra outfit. The playset retails for $19.99.
In July, Barbie and friends will return to store shelves with new styles. The line will also include the launch of the American Idol Mustang convertible for Barbie. The toy car seats two dolls and will retail for $14.99. Consumers can join the fun with the Rockin’ Recording Studio, which lets girls play out their own on-stage fantasies. Just like American Idol, girls can record over pre-recorded music or over a working FM radio and hear their renditions. The playset, which includes a headset, recording light and lounge area accessories will retail for $49.99
Television ads will support the new line.
So far, the Mattle/American Idol product line is doing well, Luner said. And based on the success of the show’s fourth season, “indications are we should be back for a fifth season,” he said, opening the doors for additional licensing and brand-tie ins possibilities.
The American Idol Barbie also includes an interactive component. At Barbie.com, consumers can view stop motion animation and vote for their favorite doll. More than 1 million girls have voted so far, Luner said.
The doll was one of the featured brands at the American International Toy Fair, which took place Feb. 20-23 in New York at the Jacob K. Javits Convention Center and at showrooms spread across the New York City toy district.
To create further buzz around the Barbie line, Mattel is sponsoring an in-pack instant-win game with the American Idol Barbie dolls offering young consumers a chance to win an all-expensed paid trip for four to attend the taping of the season four finale of American Idol.
Specially marked packages of Mattel American Idol dolls will include toy karaoke machines, which consumers can play to see if they are an instant winner. Winners will hear an audio announcement declaring the instant win and find a winning game piece inside the packaging.
Three grand-prize winners will receive a trip for four to attend the tape of the season finale of American Idol in May. Winners will also receive an American Idol prize pack, which includes an American Idol Greatest Moments CD, a CD case, a charm bracelet, pewter keychain, a T-shirt and a messenger bag.
The contest is open to consumers five through 12 and runs through Apr. 1. Internet materials support.
The reality, talent TV show, which is in its fourth season on FOX, “really portrays the American dream,” Luner said. “It really shows that anybody can be a superstar.”
FremantleMedia is extending its brand and licensed products in other categories to eight to 18 year olds as well.
“The strength of this brand grows each year and its shelf-life extends way beyond the broadcast period of the show,” Luner said. “American Idol is becoming a true lifestyle brand that we anticipate will find success for years to come.”
