Mattel to paint town pink in Barbie promo

Toy giant Mattel is to turn a Manchester street pink as part of its multi-million pound Barbie promotion ’Pink Month’, which launches next week.

Toy giant Mattel is to turn a Manchester street pink as part of its

multi-million pound Barbie promotion ’Pink Month’, which launches next

week.



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

Cartoon Network.



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

all brands.



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