Mattel’s Barbie is collaborating with the all-girl group Fifth Harmony for a new brand anthem and line of dolls.
Inspired by the Barbie brand tagline, With Barbie, Anything is Possible, the new pop song performed by the Epic Records/Syco recording artists, debuted Thursday on Barbie.com and will be followed by a music video.
“Barbie continues to inspire girls to dream big in 2014 with a new rally cry that celebrates girls and everything in their imaginative dream world,” says Lori Pantel, vice president, global marketing, Barbie. “As a group of five girls living out their own dreams, Fifth Harmony represents the fun, diverse, aspirational voice that both Barbie and the new anthem are all about–truly showing girls around the world that anything is possible.”
Mattel is also planning a Barbie collection with five dolls created in the likeness of each Fifth Harmony member. The dolls will launch at U.S. retailers this holiday season and worldwide in early spring 2015.
“There is no better partner to be the cornerstone of Fifth Harmony’s global licensing program than Barbie. The values Barbie represents for young girls are at the core of the Fifth Harmony brand and the story we are telling,” says Mathew Vlasic, vice president, licensing and consumer products, Sony Music.
Fifth Harmony was brought together by Simon Cowell on the second season of “The X Factor” in 2012.