Toy giant Mattel is to turn a Manchester street pink as part of its
multi-million pound Barbie promotion ’Pink Month’, which launches next
The pink project, first revealed in Marketing (May 1, 1997), is being
launched to broaden the appeal of the 12-inch doll.
Mattel has agreed deals for a range of Barbie products, from stationery
to girls’ shoes, and last week unveiled a range of girls’ clothes
designed by London School of Fashion students.
Pink month will also include a range of promotions in-store, including
painting the Index store in Leicester pink, and a competition on the
Meanwhile, Mattel has restructured its UK sales and marketing
departments to create brand-focused commercial teams. The decision, by
marketing director Melanie Stubbing, follows Mattel’s takeover of
US-based Tyco earlier this year.
The marketing department will now be divided into three teams:
wheels/games, under general marketing manager Eileen Thornton;
pre-school, under Alison Hubbard; and girls toys/Barbie.
Andreas Bergstein, formerly Barbie marketing manager, has been promoted
to general marketing manager to head the third team. Sally Plumridge,
divisional marketing director, has been given a strategic role across