By Gary Symons
TLL Editor in Chief
The licensing powerhouse Barbie has just inked deals for a Barbie-themed ‘StreamHouse’ with Verizon, and a licensed doll likeness of prima ballerina Maria Tallchief.
Barbie’s collaboration with Verizon is the brand’s first, and will see the iconic character’s DreamHouse transformed into a StreamHouse, demonstrating Verizon’s range of high-tech offerings for the modern home.
Barbie will, of course, be the star of the show, which includes a life-sized replica of the Barbie StreamHouse as a pop-up exhibit in New York City, as a major family destination for the holiday season,
As well, Barbie ‘Malibu’ Roberts, Barbie ‘Brooklyn’ Roberts, Ken and all of their friends will be featured at the forefront of Verizon’s marketing campaign across digital, TV, social media, and outdoor billboards.
That content will let fans see the instantly recognizable Barbie DreamHouse turn into a Barbie StreamHouse, demonstrating all all the ways Verizon Home Internet powers every corner of Barbie’s home and every room, including gaming and connected home devices.
Verizon will also be offering exclusive savings during the collaborationg through Verizon’s myPlan.
“The holiday season is an incredibly special time for Verizon and our customers, and we wanted to do something big, entertaining, and first-of-its-kind,” said Leslie Berland, Executive Vice President, Chief Marketing Officer, Verizon. “With Barbie, we found the perfect partner to turn “dreamy” into “streamy” through a campaign sure to captivate and delight families and fans everywhere.
“The Barbie StreamHouse brings to life the magic of Barbie and friends, powered by Verizon Home Internet and all the ways our customers live and play.”
Mattel says the idea of creating a high-tech Barbie DreamHouse, or StreamHouse, was just too good to pass up.
“When Verizon tapped Barbie to bring her signature star power and cultural cachet to their holiday campaign, we both saw the perfect opportunity to create something extraordinary for our fans that spans generations,” said Lisa McKnight, Executive Vice President and Chief Brand Officer, Mattel. “Bringing this landmark partnership to life through compelling content and a life-size Barbie StreamHouse, inviting fans to step into the collaborative world of Barbie and Verizon, represents our shared passion for engaging our audiences in unexpected ways.”
Fans can visit the Barbie StreamHouse in real life from December 12 through 15 at 214 Lafayette Street in the SoHo neighborhood of New York. Attendees will be guided through the house via a mobile experience hosted by Barbie with holiday photo opportunities, interactive games, surprises, giveaways and more.
A few lucky Verizon customers who attend the pop up will have the opportunity to score exclusive merch, t-shirts, customized phone cases and more, and visitors can also tackle their dream holiday list with a virtual shopping experience, featuring the hottest holiday gifts from Barbie and Verizon, including the new Barbie Phone, Verizon’s Gizmo Watch, and more.
Mattel Honors Indigenous Ballerina Maria Tallchief With New Doll
In celebration of Native American Heritage Month this November, Barbie is honoring the legendary American prima ballerina Maria Tallchief as the newest addition to the Barbie Inspiring Women series.
Tallchief is widely considered to be the first ballet dancer to attain the honorable title of prima ballerina in America, after her inspiring rise through the ranks with the New York City Ballet.
“Her lifetime dedication and contributions to ballet continue to inspire and impact the dance world to this day,” Mattel says.
The Barbie Maria Tallchief Inspiring Women doll’s look takes inspiration from the prima ballerina costume she wore for her star-making debut in The New York City Ballet’s 1949 production of “The Firebird.”
The Barbie Maria Tallchief Inspiring Women doll wears the fiery red dress with a “bejeweled” hairpiece, silvery earrings, a tulle tutu, sheer tights and ballet slippers with satiny ribbon ties to complete her look.
Barbie worked closely with Maria Tallchief’s daughter, Dr. Elise Paschen, to sculpt a doll to be a proper reflection of her likeness and accurately celebrate her story. The design team received feedback every step of the way, from initial sketches, face sculpts and makeup, down to the details on her vibrant dress.
“I am thrilled that my mother, Maria Tallchief, is receiving a Barbie Inspiring Women doll in her honor,” said Paschen. “She encouraged me to pursue my own dreams as a poet, and it brings me joy that her story can inspire other young girls to discover their passions and pursue them.
“There is immense value in honoring your own heritage while also breaking down barriers through the power of artistic self-expression—whether it is through dancing, writing, or another passion—and I hope this doll instills that power in everyone.”
As well, the Osage Nation was consulted and involved in the review and approval of the Osage characters used on the doll’s packaging to maintain authenticity.
Barbie is also making a point of supporting not just women, but indigenous people in America. Through this partnership, Barbie will make a donation through the Barbie Dream Gap Project to the Center for Native American Youth, a national education and advocacy organization that works alongside Native youth on reservations in rural villages and urban spaces across the country to improve their health, safety and overall well-being.
As well, Barbie is hosting a celebration with the Center for Native American Youth and Osage Nation in Oklahoma on November 18, which will include live performances and a meal catered by local Osage Nation chefs.
“Barbie is proud to honor Maria Tallchief,” said Barbie SVP and Mattel’s Global Head of Dolls Krista Berger. “As she rose through the New York City Ballet, where she achieved the highest- ranking position for female dancers in the ballet company, she remained deeply connected to her Osage Nation heritage.
“Maria demonstrated that determination knows no bounds, and her unwavering commitment to Native American and female empowerment makes her story one Barbie is delighted to share to inspire generations of girls to pursue their dreams and embrace their limitless potential.”