Primark’s Barbie product collection, launched in partnership with Barbie: The Movie, has recorded standout sales in its first week.
Although the fashion retailer could not reveal exact figures, Primark has described sales of the collection so far as “incredible”, and it is working with Mattel to explore “further opportunities” for the range on top of what has already been bought.
“Sales have been incredible. We’re really pleased with the first-week sales performance,” Primark global licensing director Sarah Jackson told Retail Week.
“I’ve worked in licensing for a very long time and you see a lot of movies throughout your time; a lot of trailers and a lot of content. But as soon as we saw the content on this, we were all blown away and we knew at that point that this is a great opportunity and a perfect brand fit for Primark.”
The 73-piece collection spans womenswear, kids and menswear as well as beauty and home products, and features iconic outfits featured in the film, such as Barbie and Ken’s matching Venice Beach rollerskating outfits.
“The movie is really going do an amazing job for retail sales overall, not only at Primark, but for Mattel generally,” said Jackson.
“It’s an absolutely phenomenal performance in terms of the movie and the marketing to date. It’s absolutely unprecedented.”
Primark’s collaboration with Mattel is one of hundreds across global retail, with official product collections and collaborations launching from the likes of Gap, NYX, Selfridges, Aldo and Fossil in recent weeks.
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