Barbie Goes Private Brand With Joe Fresh

Loblaws Private Brand “The Joe Fresh Style” has partnered with Mattel to create a limited edition collection of Barbie branded sleepwear and intimates for women and girls.  Barbie Loves Joe Fresh apparel launches November 1, 2010 and will be widely available at Loblaw banner store locations across Canada where Joe Fresh Style apparel is available.

“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.”

The limited edition collection is comprised of items for women and girls including: sleepwear sets and separates as well as boyfriend‐style underwear, all priced from $6 to $14. The collection also features a Barbie Loves Joe Fresh tote bag for $2.  The color palette combines light and dark pinks with white and black, and the designs feature cute animal graphics, argyle patterns, Barbie’s silhouette and the Barbie logo.

“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 b rand and encourage Barbie girls everywhere to dream big, continue to explore a world without limits, and do it all with great style.”

To celebrate the launch of Barbie Loves Joe Fresh, consumers can enter an on‐line contest for a chance to win the Barbie Ultimate Sleepover for 10.  Also, in‐store Barbie Loves Joe Fresh events for kids will be hosted at select stores across the country.

The Barbie Ultimate  Sleepover Contest
The Joe Fresh Style brand and Mattel are giving you a chance to win a girl’s Barbie Ultimate Sleepover prize package for the selected winner* and nine friends of their choice.  The prize package for the selected winner includes: 10 Barbie Loves Joe Fresh sleepwear sets, 10 Barbie sleeping bags, 10 Barbie dolls, a Barbie cake, several Barbie activities, a $50 gift card to purchase PC snacks and beverages and more! For full details and to enter, visit between November 1, 2010 and November 30, 2010.  A random draw for the selected winner for The Barbie Ultimate Sleepover will be drawn on Dec 15, 2010.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.