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Mattel launches Barbie clothes for women

NEW YORK (Reuters) - Toy maker Mattel Inc (NYSE:MAT - news), known for Barbie fashion dolls, is expanding the plastic icon's domain to include high-end designer clothing and accessories for adult women.

Using Barbie as their "muse," designers like Anna Sui, Anya Hindmarch, Citizens of Humanity, Judith Leiber, Nickel, Not Rational, Paper Denim & Cloth, Stila and Tarina Tarantino have added Barbie-esque touches to their designs, such as pink stitching on jeans or a retro silhouette on a cameo pendant.

"Our target market is the fashionista," said Richard Dickson, senior vice president of global consumer marketing and entertainment for Mattel Brands. "From teens through adults in their 20's and 30's. It's not Mattel's usual target audience."

Weak sales of Barbie dolls, a lackluster retail environment, and strong competition have hurt Mattel recently. The company is working to raise Barbie's non-toy profile as well as tap a grown-up fan base as part of a long term plan to reinvigorate the toy brand.

There will be a series of promotions to publicize the Barbie Luxe brand, including underground campaigns, launch parties and Fashion Week interviews.

The El Segundo, California-based toy maker is launching the line exclusively at Fred Segal Flair in Santa Monica next week, and some designers will carry the merchandise in their own boutiques.

Mattel is hoping that the clothing and accessories will catch on with trendsetting teens and women and that popularity will trickle down to Barbie the doll.

"When a teen or 20-something is carrying an Anya Hindmarch, Barbie bag it'll reinforce Barbie as relevant, cool brand for little girls," said Dickson. "Little girls are growing up faster than ever and looking to adults and teens for inspiration, and Barbie is their aspiration."

The items aren't cheap, with jeans priced at $176 and a 3/4 sleeve hooded sweatshirt at $140, and this helps add to the cachet of the brand, which is designed to be "aspirational."

Dickson said Mattel is making a point to keep Barbie Luxe as a specialty collection and the prices a bit out of reach.

Mattel has a similar clothing line in Japan, where it has Barbie boutiques, and earlier this year it announced a girls' clothing collection called Barbie loves Benetton. The toy maker also has a high-end line of collectible dolls -- geared for adults -- many decked out in outfits created by designers like Lilly Pulitzer, Cynthia Rowley, Versace and Kate Spade.

"Barbie has a special relationship with women," said Dickson. "It takes them back to being a little girl and fantasizing about what they're going to be in the future."

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bizarre, but I am certainly curious to see what the clothes will look like.