Experience is being hosted exclusively by Smyths Toys Superstores’ YouTube channel this weekend.
Smyths Toys is partnering with Mattel to host the exclusive Barbie You Can Be Anything Experience on its YouTube channel this weekend.
The Experience is pitched as an inspiring digital series for parents and kids to enjoy together, with fun activities. New episodes will be shown on the retailer’s YouTube channel – which has over one million subscribers – each day from 26-28 March 2021.
The campaign is designed to inspire creative play, showcasing the inclusive and diverse range available from Barbie. It will explore three inspiring themes to keep audiences engaged across the three-day event: Expressive, Adventurous and Imaginative.
The launch of the online experience is supported with an integrated 360 marketing campaign including YouTube, Facebook, Instagram and influencer campaigns with Helen Flanagan and Fashion Laerta among others.
There will also be a special Instagram filter @SmythsToys.
“Dance, bake a cake, create a flower crown and relax with a yoga session with Barbie this weekend,” said Sinead Byrne, joint head of marketing at Smyths Toys. “We hope to reach and engage both new and existing audiences with this creative and fun experience from Barbie and Smyths Toys where you can shop the latest and greatest range of Barbie products.”
Eirian Jones, head of customer marketing at Mattel, continued: “Over the past year we’ve had to diversify our approach to retail eventing and we are excited to share that Barbie has gone virtual with our You Can Be Anything Experience, hosted exclusively on the Smyths Toys’ YouTube channel.
“Barbie will entertain, inspire and educate children with themes celebrating individuality and diversity. We have three full days of fun planned including themed content for little creators, explorers and dreamers which will encourage at home participation and interaction, keeping the kids entertained through a series of engaging content that allows viewers to positively play, move and make along – we hope to see you there.”
Want to read more news like this? Simply sign up to our daily digest by clicking here. You can also follow @LicensingSource on Twitter and @licensing_source on Instagram.
