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Mattel begins World of Barbie promotion

Toy company Mattel and event company Kilburn Live have launched a promotion for the Barbie doll line in Mississauga called “World of Barbie.” The promotion takes the form of a 30,000 square-foot installation at the Square One shopping mall. The installation features a series of life-size interactive activities related to the Barbie line, including the Barbie Dreamhouse and camper van. Following its debut in Toronto, the installation will move to other North America cities including New York, Chicago and Dallas.

“World of Barbie is an exciting immersion into the lifestyle of Barbie, where guests can step into her world and discover and revel in installations that are meticulously curated to cultivate dreams,” said Julie Freeland, senior director of location based entertainment at Mattel. “Fans of all ages can imagine endless possibilities for themselves, while walking in her footsteps as a scientist, designer, news anchor, astronaut and much more.”

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