Ahead of this year’s fashion-themed Brand Licensing Europe (BLE) on 20-22 September at ExCeL London, BLE speaks to Mattel’s Richard Dickson, who will be presenting a Barbie x Fashion keynote.

 

BLE: Why do you think Barbie continues to delight children? Where does her staying power come from?

Richard Dickson: Barbie’s brand purpose, to inspire the limitless potential in every girl, has been resonant for decades. There’s an optimism and an encouragement in it that people of all ages and genders find incredibly compelling, particularly now. As we continue to engage our core audience of girls across multiple touchpoints, from top-rated content on Netflix to YouTube, gaming, music and live events, Barbie is everywhere girls are.

BLE: You’re presenting a Barbie x Fashion keynote at BLE – why is Barbie such a fashion icon?

RD: Barbie entered the fashion space over 63 years ago as the original fashion doll. Since then, she’s secured her place in fashion history with her incredible wardrobe, been dressed by the world’s most famous designers, and inspired millions as their first fashion muse and strong female role model.

 

 

BLE: Which childrenswear licensees and retailers do you work with for Barbie?

RD: Barbie is incredibly popular across all retail channels. From specialists such as Primark, River Island, Original Marines, Boyner, Babyshop and Ackermans to grocery retailers Tesco, Asda and Ecom with different partnerships, and halo in Harrods. This is just to name a few.

BLE: What do you look for from a brand and/or retail partner?

RD: Synergy between the brands is always our first focus; ensuring we share the same brand ethos and purpose along with design and fashion credentials.

 

 

BLE: Can you talk us through your sustainability strategy for Barbie childrenswear?

RD: Mattel’s sustainability goals continue to be a focus. We are working closely with long-time and new partners to better our products within the sustainability space.

BLE: Mattel is also taking over a catwalk as part of this year’s BLE fashion theme. What can visitors expect to see?

RD: From high fashion to the high street, Barbie’s influence is undeniable. At BLE, you will see Barbie take over the runway in looks from Balmain, Gert Johan Coetzee, Alessandro Enriquez, Zara and River Island. Brilliant clothes and accessories that celebrate the enduring appeal of Barbie and the brand’s global platform for self-expression. You won’t want to miss this!

 

 

BLE: What other Mattel brands are successful for childrenswear?

RD: We are fortunate to have an incredible portfolio, from Monster High and Hot Wheels to Thomas & Friends and Fireman Sam.

BLE is the leading European event for licensing and brand extension taking place on 20-22 September at ExCeL London. Visitors can register for free here.