Gap has recently announced a strategic collaboration with Mattel Inc. for a series of limited-edition apparel collections, starting with the highly anticipated Gap x Barbie line. This exciting partnership comes just in time for the release of the upcoming “Barbie” film, starring Margot Robbie and Ryan Gosling, and aims to offer fans a fresh and fashionable way to celebrate their favorite Mattel brands.
As one of the largest softlines partnerships to be launched since Josh Silverman, a former Walt Disney Company executive, joined Mattel as chief franchise officer and global head of consumer products, the Gap x Barbie collection is set to make a significant impact in the fashion industry. Launching on May 23, the collection will feature an assortment of T-shirts, skirts, logo hoodies, denim, button-downs, and accessories, as well as pet apparel, all adorned with Barbie branding and Gap’s arch typeface. The items will be available at a price range of $24 to $69, making them accessible to a wide range of consumers.
Gap x Barbie will be available for purchase on Gap’s website, in select stores globally, and through Mattel Creations, the company’s collector and direct-to-consumer platform. Moreover, Gap credit card holders will enjoy exclusive early access to the collections online, prior to their official launch dates.
Josh Silverman expressed his enthusiasm for the collaboration, stating, “We are excited to partner with Gap to combine Mattel’s iconic brand portfolio with Gap’s signature products. We look forward to working together to offer our fans fun, quality clothing for the entire family, plus a new way to embrace their favorite Mattel brands, franchises, characters and stories“.
Following the Gap x Barbie collection, additional Gap x Mattel collaborations will be unveiled later this year, featuring apparel based on the number-one selling toy in the world: Hot Wheels.
Christopher Goble, head of merchandising at Gap, also shared his excitement for the partnership, saying, “Gap’s partnership with Mattel represents two iconic brands collaborating on products that customers can wear as a family, pets included, and have fun. Each launch will celebrate our optimistic spirit of individuality and connection through creative expression and play. I can’t wait for people around the world to create memories with Gap x Mattel“.
Over the years, several renowned fashion brands, such as Balmain, Moschino, Karl Lagerfeld and Vera Wang, have dressed Barbie, showcasing the fashion doll’s iconic status and enduring appeal.
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