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Toys R Us, Mattel begin Barbie anniversary promotion

Toy retailer Toys R Us Canada has begun a promotion in collaboration with Mattel timed to coincide with the 60th anniversary of the Barbie doll brand. The 60-week initiative, called "You Can Be Anything," will highlight the achievements of 60 successful women. Each week, a new person will be featured online and in the 82 Toys R Us stores nationally. According to the company, the effort is intended to provide role models for girls and inspire them to pursue their career dreams. The promotion will also include in-store events at which children can participate in Barbie-themed activities. It will also include special promotions and limited edition branded merchandise. 

"As International Day of the Girl kicks off around the world, we're encouraged by the theme to further develop existing learning and career opportunities for girls," said Krista Berger, global senior director of marketing for Barbie. "As a brand that inspires the limitless potential in girls, Barbie is thrilled to be partnering with Toys R Us Canada to celebrate Canadian role models in honour of Barbie's 60th anniversary. The brand has been inspiring girls for 60 years by allowing them to play out different roles and careers with Barbie and we're proud to also shine a light on real role models to remind them that they can be anything."

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