Mattel’s Barbie: A Cultural Icon exhibition has made its European debut, opening its doors in Milan at Next Exhibition on 13 September.
The event marks the first stop on the European tour of the tried and tested format, celebrating 65 years of inspiration, fashion and empowerment.
The immersive exhibition showcases the evolution of Barbie from her creation by Ruth Handler in 1959 to the brand’s status as a global cultural phenomenon. Visitors will have the opportunity to explore the journey of Barbie through exclusive interviews, a detailed display of vintage dolls, and an in-depth look at how she has mirrored societal shifts and career trends over the decades.
The exhibition is part of Mattel’s strategic expansion beyond the toy aisle, solidifying the brand’s evolution into new categories and engaging diverse audiences globally, having previously travelled to Arizona, Minnesota and Las Vegas.
“Bringing Barbie: A Cultural Icon Exhibition to Italy in partnership with Next Exhibition marks an exciting milestone in the journey of Barbie,” commented Ruth Henriquez, head of licensing, publishing and LBE at Mattel. “As we celebrate her legacy of empowerment and self-expression we look forward to collaborating with more incredible partners across Europe, to share this unique format and connect with fans in new and meaningful ways.”
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