Limited edition doll to highlight 75th anni of Lion
Everybody wants to be in pictures and Barbie, the world’s most popular fashion doll, is no exception.
The only difference is that Mattel’s perennial bestseller is getting an able assist from Metro-Goldwyn-Mayer’s three-month-old consumer products unit.
Never mind that Barbie has been getting downright progressive in recent incarnations — from Olympic skater to NASCAR race driver — she’ll take a six-decade step back when she emerges next spring as a limited edition “MGM Golden Hollywood Barbie.”
According to someone who knows, we’re talking a black-and-gold lame dress here, a feather fan and lots of blond hair, “styled back” in a ‘do that’s not only true to the ’30s but also held up, artfully and decoratively, by a fan-matching feather.
Mattel, which last year sold nearly $2 billion’s worth of Barbies in more than 150 countries, reportedly was among the initial interested licensees when the Lion formalized its commitment to retail in May.
The studio’s first such venture, announced during the introduction of MGM Consumer Products, was with Neiman Marcus. The upscale retailer has been putting together an “MGM Star” product catalog that will be distributed in mid-August.
Although Mattel and MGM declined to discuss the licensing fee the toymaker will pay the studio, David Haddad, Mattel’s senior VP of Barbie doll collectibles, was not at all shy about the venture’s prospects.
After calling “fashion and glamour the hallmarks of our Barbie collectibles division,” Haddad said the MGM Golden Hollywood Barbie, which will be assembled just in time to celebrate MGM’s 75th anniversary, “epitomizes this ideal match.”