Barbie is globally recognized as an iconic fashion doll for girls, but the new licensing strategies at Mattel strive to get her out of her box. Barbie x Missguided falls exactly into that strategy, breaking the web with a cool-trend brand for today’s young women with attitude.

All the women have the possibility to choose, stated  Barbie’s creator Ruth Handler.  The collaboration with Missguided, an e-commerce fashion brand with in-house design, echoes that spirit with a collection of 43 looks such as tops, denims, accessories, pants, jackets and bathing suits, plus smartphone cases, bags and necklaces.

Aimed  to celebrate the “girl power” trend, the partnership Barbie x Missguided makes clear that Barbie is a symbol for the contemporary young woman.

Interesting how all the items read “soldout – coming soon” sign just after a few days from the launch. Planned or not, this is part of a strategy which boldly “reallocate” Barbie’s brand positioning.