May 15, 2010
Barbie continues to help Mattel Doll Sales!
Aussie supermodels inspire Barbie
AEST Wed May 5 2010 By Catherine Caines
Australian model Miranda Kerr was one of the inspirations behind Barbie's new collection of dolls.
Barbie's new collection has a distinctively Aussie look, with some of the 12 new mini models inspired by Australian beauties.
The rise of Australian supermodels including Miranda Kerr, Abbey Lee Kershaw, Catherine McNeil and Elyse Taylor has inspired leading designers, magazine editors, makeup artists and now Mattel - the makers of Barbie the world's most famous doll.
The Barbie Basics Collection, launched at Australian Fashion Week, consists of 12 dolls styled in the timeless little black dress, each featuring faces inspired by supermodels including our own Aussie beauties.
Unlike their regular counterparts the dozen designer dolls are aimed more at their adult fans.
"It is aimed at a fashion consumer and a consumer who's going to be aware of the kind of girls like Miranda Kerr, Abbey Lee Kershaw and Catherine McNeil who are working and dominating the pages of fashion magazines," says Robert Best, Barbie's principal designer.
To celebrate their unveiling, Australian jeweller Stefano Canturi collaborated with the Barbie design team to create the world's most expensive Barbie doll, sporting an exclusive necklace valued at $600,000 and complete with a pink diamond.
Seeking to keep the 50-year-old doll relevant, Mattel has sourced faces and designers that tap into today's international fashion scene.
"We are always looking at what's going on in current culture," Best says.
"We have to look at girls who are doing covers and we incorporate that by working with our face designers and we give them examples of girls who are tearing up the chart."
"When you see so much of a face in the media, like Miranda Kerr, who is so beautiful, you might pull a tear sheet from her Victoria Secrets campaign and give that to technicians painting the faces as a general inspiration ... and somehow that gets translated into a doll."
Selling Barbies is a big business. With a five per cent rise in this quarter's sales, the world's largest toymaker Mattel has posted earnings of $US24.8 million ($A26.77 million).
Best says using supermodels as inspiration means the dolls will have huge reach.
"The strength of a supermodel is people aspire to her because there is something compelling ... something that appeals universally.
"When you talk about star quality that's what it is, it's not just that she's pretty.
"I think all the Australians have that and that's why they are dominating the industry right now."
Posted by fashiondoll at May 15, 2010 06:22 PM