The team behind the Joe Fresh Style brand has been quite busy in the last few months with various campaigns and events, their latest move is a partnership with Mattel and its Barbie brand. As part of the new relationship Joe Fresh Style and Barbie have launched a limited-edition Barbie branded-sleepwear and intimates for women and girls.
“We could not have found a better partner to collaborate with than Mattel and Barbie,” says Joe Mimran of Joseph Mimran & Associates, Creative Director, Apparel, Home and Entertainment for Loblaw Companies Limited. “We are excited to bring these stylish and affordable fashions featuring an important icon, Barbie, to our Joe Fresh customers.”
“Barbie’s head-turning style has made her a fashion icon and the most popular doll in the world. The Barbie Loves Joe Fresh line celebrates the playful spirit of Barbie and the versatile style and comfort of Joe Fresh apparel,” says Samantha Taylor, Senior Manager, Licensing, Mattel. “We’re so excited to partner with the Joe Fresh Style brand and encourage Barbie girls everywhere to dream big, continue to explore a world without limits, and do it all with great style.”
To help promote the launch of “Barbie Loves Joe Fresh,” a consumer contest (www.joe.ca/Barbie) has been launched, also a number of in-store events will be held for kids in selected Loblaws stores across the country.