Barbie Takes to the Skies with a Daring Stunt at World's Biggest Toy Fair

Jan 27, 2015

For the First Time in History, Barbie™ Makes Superhero Debut with “Barbie™ in Princess Power”, Inspiring Girls to be Super

Nuremberg (January 27, 2015) – At the world’s largest Toy Fair which takes place in Nuremberg, for the first time in Mattel’s 56-year history, Barbie™ is pulling out a cape and mask and transforming into a modern day superhero. During a groundbreaking stunt at the Toy Fair, Barbie™ will demonstrate her new superpowers and take to the skies in front of crowds of onlookers. The Toy Show is the mecca of the industry that sees the world’s leading brands showcase the most innovative toys that kids will be playing with in 2015 and beyond. Predicted to steal the show, Barbie™ in her new superhero persona is set to take center stage in what will be a one of a kind global stunt.

The super-powered Barbie™ launch kicks-off as Barbie™ takes flight as a new hero, but stays grounded by the powers of teamwork and friendship, two critical themes in the way girls look to solve conflict. As a brand for girls by girls, Barbie set out to find what girls wanted and delivered a female Superhero character uniquely for them.

A global survey of girls revealed how they would imagine themselves as a Superhero and what they expect of one today. Findings include:

• Girls aspire to be a superhero. Eight in 10 girls globally agree with the statement “I wish I could be a superhero.”
• Girls everywhere “wish there were more superheroes for girls.” This sentiment remains true across the 3-10 age range in every country surveyed, with nearly 9 out of 10 girls totally or somewhat agreeing with the statement.
• Girls want to fly. In the US and Europe, flight is the #1 superpower that girls would want if they were a superhero. Invisibility, super speed, and super strength also rise to the top.
• Girls don’t want to choose. More than half of girls disagree with the statement that “superheroes are more fun than princesses.”
• Girls expect Barbie to do the same things that they would want to do if they were superheroes. They see Barbie flying, beating bad guys, but also helping people and animals while wearing something sparkly.

The survey also revealed interesting Pan–European differences:

• Girls in Germany and Spain are more likely to expect Barbie as a superhero to fly than girls in the UK, with super strength expected as Barbie’s #1 superpower in France.
• Girls in Germany are most attracted to superpowers and actions related to animals and are not as interested in gadgets or tools to be a superhero. 
• Girls in the UK expect Barbie’s powers to be less physical and more classically ‘girly’.
• Girls in Spain are less likely to think ‘superheroes for girls are different from superheroes for boys’.
• Girls in Italy are more likely than any other country to be able to name a favourite superhero and especially want to BE a superhero.
• Girls in France are more likely to be in strong agreement that there aren’t enough superheroes for girls and that all superheroes are boys.

“Interestingly, girls’ responses were split as to whether superheroes were more fun than princesses and we know girls like to explore multiple roles when engaged in imaginative play, so, we provided an open-ended option in a way unique to the Barbie brand.” said Michael Shore Ph.D, Vice President and Head of Global Consumer Insights at Mattel. “Unlike other female Superheroes, Barbie is the only one designed through the eyes of girls.”

“You don’t have to be a superhero to do something extraordinary,” said Lori Pantel, Vice President Global Barbie Marketing. “By celebrating the everyday moments, we can all realize the superhero inside of us.”

Nuremberg will also be the setting for the world premiere of Barbie™ in Princess Power DVD, which also marks the 30th Barbie™ animated film release and ignites a new girl empowered digital initiative for fans at www.besuper.com to join the Super Squad and follow the conversation with #BeSuper.

Barbie™ fans will also be able to act, imagine and story tell their super adventures with a new line of consumer products and publishing including storybooks and colouring & activity books, role play, bedding, arts and crafts, outdoor and much more.

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An online survey was conducted with 2,400 girls ages 3-10 in the US, UK, France, Germany, Italy and Spain in December 2014 and January 2015.

Barbie™ in Princess Power

A modern-day princess story, Barbie™ stars as Kara, who discovers she has super powers that transform her into Super Sparkle™ - her secret, crime-fighting alter ego who flies around the kingdom ready to save the day. But it’s not long before her jealous cousin catches a magical butterfly and also transforms – this time into Dark Sparkle™, her superhero nemesis. Their rivalry takes to the skies, but to save the kingdom they must soar to new heights and discover that there’s no greater power than friendship. Barbie™ in Princess Power will be available on Blu-ray™, DVD & Digital HD at retailers nationwide in February 2015