Media news: Mattel in drive to back Barbie film

Mattel is preparing an Easter DVD and video onslaught for its latest Barbie film, Fairytopia, to try to boost sales of the ailing brand.

The feature-length film, which will be the fourth title released under the Barbie brand in as many years, is being distributed by Entertainment Rights and will be supported by an integrated campaign. Planned activity includes TV and cinema ads as well as licensing deals with third-party brands.

Mattel is also developing a range of toys that will be released under the Barbie Fairytopia banner. It will include dolls, accessories and characters from the film.

The toy manufacturer claimed Barbie had regained its top spot in the fashion doll market from rival Bratz, but last week the British Association of Toy Retailers revealed that Barbie was not in its best-selling Christmas toy list for the first time in its history.

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