Jenny Chan 陳詠欣
May 19, 2015

Miniature Barbies invade China, starting at McDonald's

SHANGHAI - Mattel has thrown Barbie-themed parties in more than 500 McDonald’s restaurants across China—turning seven of those into full-fledged Barbie fantasy worlds—in order to showcase its Mini-Barbie product line, designed specially for the Chinese market.

The coming out party for the Mini-Barbies also includes a launch TVC (above).

According to Jeff Wang, general manager of Mattel Greater China, the Mini-Barbie is a range of dolls designed "to engage the preferences of Chinese girls".

Mattel said it analysed a wealth of research to determine which doll characteristics would prove most popular, and of them was "easy-to-carry". So the end product reflects the Chinese trend for all things mini.

The Mini-Barbie line also incorporates themes of the Chinese zodiac and Chinese birthdays. A total of 108 doll varieties will appear over the course of 2015.      

 

The brand hosted 4,350 Barbie-themed parties in 550 McDonald’s in 22 major cities between the 1st and 30th of April. In all, 50,000 Chinese children were exposed to the new product.

 

 

Taking it up a notch, Mattel transformed seven McDonald’s restaurants (in Beijing, Chongqing, Guangzhou and Qingdao) into Barbie and Hot Wheels (also under Mattel) fantasy-worlds. More than 200,000 consumers flocked to the special stores in the first week alone. They will remain in place until 2 June.

 

 

“Our goal is simple: we want to bring our [Mattel and McDonald's] unique strengths together to create something special and exciting for our customers in China in a way that brings them more value while expressing the magic and fun of our iconic brands,” Wang said.

 

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