Roots, Mattel begin Barbie promotion
By Rob Bale
Apparel retailer Roots has begun a promotion in collaboration with toy company Mattel in support of the 50th anniversary of Roots. The promotion takes the form of co-branded apparel and a limited edition Barbie doll dressed in Roots clothing. The doll is accompanied by 30 items of apparel and accessories. The apparel collection and doll will be sold in participating Roots stores in Canada, the US and Taiwan, as well as participating third-party retailers.
“This collaboration will offer a chance to relive the nostalgia of both Barbie and Roots with designs and pieces synonymous with Canada, now with a twist of Barbie pink,” said Jennifer Gileno, head of licensing and retail development at Mattel Canada. “This collection has something for fans of all ages and we look forward to seeing families create and share meaningful memories wearing these iconic pieces.”